For most people, analytics is one of those subjects that other people pay attention to. There are a number of reasons why this is the case: there’s not enough time, it doesn’t seem important, or maybe it seems way too complicated. For years I was in the same boat, relying on a webmaster or someone from my marketing team to interpret all those bits of information into something that they thought I would find interesting or useful. Those were always wholly unsatisfying meetings, sitting with my marketing manager, asking questions like, “Why aren’t our visitors buying?” or, “We made some great content, why isn’t anyone reading it?” All I wanted was a straight answer. Looking back, I understand now that I wasted so much time relying on others to help me discover the answers locked inside all that information.