The practice of online analytics is most often discussed in the context of marketing. Analytics pinpoints the highest performing marketing and advertising campaigns. Analytics assists in identifying and helping to nurture leads. Analytics informs marketers of audience attributes and behavior, so that the best and most appropriate messages can be targeted to them. Analytics must be used to optimize search. While all of these statements are true, and I agree that analytics for marketing is among the highest and best use for the data, it is not the only use for data by far. Several other business functions can benefit from having access to data provided by online measurement systems, such as: Product development. Data is crucial to the successful development and ongoing extension of the feature set for online products. Data-driven decision-making helps inform product managers of how to enhance a product to meet core user needs. From tracking and testing elements of user experience for measuring and optimizing conversion, the data captured and reported by analytics can help product developers more quickly determine and extend what is working and eliminate what isn't.