The field of web analytics is designed to extract incredibly valuable user insights that can, in turn, guide marketers in making educated decisions. There are sophisticated integration solutions that combine data sources, online behavior, and offline actions, thereby enabling marketers to measure how accurately campaigns support their business objectives. All of this data is great -- but it only means something if marketers understand and appropriately use the information that is extracted.

It's easy to get lost in a sea of metrics. In fact, as discussed in a previous iMedia article, marketers need to be on the lookout for telltale signs that their organizations are behind the curve when it comes to understanding the marketing implications of the data they're gathering.

Despite the immense importance of metrics to digital marketers, not everyone in your organization is going to be a numbers guru -- and they don't have to be. In this article, I'll provide a few tips for marketers who have an aversion to numbers, as well as a look at strategies they can employ to maximize the usefulness of their analytics reports.