You're probably tired of me going on and on about how data can be misleading.  Well, tough.

Here's a post that explains how paying attention to the wrong analytics stats can backfire.  It even mentions that 70% of companies that collect analytics data don't act on it for fear of interpreting it incorrectly (among other reasons).

The real moral of the story is that it's easy to collect data, but difficult to collect the right data.  This is especially hard at Zane Benefits because many companies take months or years making decisions about their benefits and it's nearly impossible tracking website traffic over that time span.

It may be a while before I really figure this out.