Using web analytic data is becoming an essential part of a media agencies role. Although aesthetic considerations have to be a large priorty the project team should also remain focused on their data. Data that is used to its full advantage can often leade to vast improvements in the end users overall experience.

Imedia connection have recently published an interesting article on this very subject: http://www.imediaconnection.com/content/20964.asp

The four key questions you can answer using your data are:

1. How do your visitors arrive?
2. What are visitors looking for?
3. Where are visitors landing, bouncing and viewing?
4. What are your website's trends over time?

Get these right and you're onto a winner.