Another report by Jupiter Research came out today, this one indicating that online retailers may not be doing enough to effectively measure website performance. The report said 28% plan to invest in technology to help them, but they also need to have experts analyze and learn from the data.

I couldn’t agree more! Heaps of data doesn’t mean sh*t if you cannot intelligently analyze it and act on it. And that doesn’t just apply to retailers – it applies to anyone who wants an effective web presence.

Forrester analyst Patti Freeman told Internet Retailer “That’s where the rubber meets the road. Retailers need to look at how their internal resources can evaluate the information these tools provide about their sites.”

Website analysis and tracking allows companies to understand power and problem areas of a website and hopefully use the data to improve.