A common urban legend claims that we only use 10% of our brains. The validity of that claim may be debatable, but here's one that isn't: Marketers use less than 10% of the rich visitor segmentation information available from their web sites. How can you push your web analytics brain to the limit?

If you're using any sophisticated web analytics program, you're probably familiar with a funnel report. The funnel, simply put, is a stage-by-stage view of visitors traversing your site, typically organized from top to bottom. Visitors from campaigns and other sources arrive at the top, pass through a 'qualification' stage where they're educated on your products and services, and then eventually continue on to your goal page.

Does the geographic location of your visitors make a difference in their behavior and purchasing habits? You better believe it does.

There is no longer a question whether or not a website owner should be using web analytics. Instead, the important question this year will be, "What can I get out of web analytics?" Getting the most out of your website data begins with asking the right questions.