Although most businesses understand the need for measuring analytics, unfortunately, that is as far as some businesses take it. As Eric Peterson of Web Analytics Demystified explains, marketers need to actually use the data they collect in order to see true benefits.

There are many tools that are useful such as Google Analytics and Omniture, but Peterson says that these solutions cannot do everything. In other words, marketers have to act upon the data the solutions provide.

According to Peterson, many businesses do not dedicate resources to analytics. He believes this is one of the most common mistakes businesses can make in regards to analytics. If someone could focus all his time and energy on analytics, Peterson says good things would happen.

The next big challenge marketers have is determining which data to pass where within the company. For this, he recommends that a business have a strategy since each department will need different metrics.

Once all these elements are in place, Peterson says companies will be able to make better use of their data.