From Shane Atchison at ClickZ

To effectively harness the Web, companies must define clear Web channel goals that are tied directly to overall company goals. Then, they need to track the KPIs that will help them measure progress toward those goals. Once that happens, analysis can make a Web site become a clear, supporting plank of an overall corporate strategy. Here's how to define those Web channel goals...

From Neil Mason at ClickZ

Total reliance on Web analytics data can be likened to driving down a road at full speed while only looking in the rear-view mirror. You can tell where you've been, but you don't know what's about to happen. Getting beyond the "what" and more into "why" enables you to predict where the business is going. To do this, you must learn why your customers do what they do and how they feel about it.