Many (and by now I HOPE most) sites have some form of web analytics implemented; be it Clicktale, Webtrends, Yahoo, or the ever popular Google Analytics. Many business owners or internal marketers speak of their web analytics like a grandmother speaks of her new computer: "It's looks complicated. What do I do with it?" For something that's free and relatively easy to install, it's no wonder so many have it. The reality is most don't harness its true power, but only scratch the surface - the equivalent of using your brand new Macbook Pro to only check Facebook.