One of the more subtle problems with the Internet is that it is almost too easy to collect numeric data: time on site, time on page, where the visitor is from, what they clicked last, what they click next etc etc.[more]  Often this data is little more than a distraction, and the more of it there is the more distracting it becomes.

Avinash Kaushik, whose job it is to evangalise Google Analytics, published this terrific article on how to cut through some of the chaff and focus on data that drives actionable decisions but keeping tight reins on what constitues a Key Performance Indicators, and what is just “data puking”: