Anyone who has traveled extensively for business knows that airports come in all shapes and sizes, and with a wide array of amenities. Generally the size, configuration, number of shops and restaurants, availability of transportation within the airport, and other features are dictated both by the size of the city or town in which it resides, and the number of flights/passengers it serves daily.

Imagine if that weren't the case, though. Suppose you flew into a town in Montana where the population was one-to-one people to cattle, and the airport was as big as, and had all the amenities and parking of, O'Hare International Airport in Chicago. You'd have to wonder what somebody could possibly have been thinking. And what that person is now doing for a living, since designing airports was obviously not his or her strong suit.

Yet that is often the approach marketers take when creating their websites. Organizations often spend months building elaborate sites, with page after page and link after link going ever-deeper into the most arcane and minute details about their products or services. The site becomes a nightmare to maintain, and hogs more than its fair share of space on the server. And in the end, if you look at the traffic statistics, most of the site remains as unvisited as a sushi restaurant in a meat-and-potatoes kind of town.

Enter web analytics.

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