This post is one of a series of liveblogs from the 2010 MIMA Summit.
Web Analytics is an excellent way to ensure your marketing efforts are not in vain. However, looking at Analytics without understanding user behavior may leave you treading water instead of creating a wake your competitors will fear.
One way to take your methods of measurement to the next level is to combine Analytics with User Experience (UX) information. What you stand to gain can be great whether you dip a toe or cannon ball into blended analytic waters.
To make sure you don’t sink, first understand that Analytics will tell you what’s happening on the site. User Experience Research then helps you understand why it’s happening by gaining insight into the behaviors and motivation of visitors.