In a clear case of “You get what you pay for,” companies that use free Web analytics programs are less likely to rely on staff members for number crunching. As a result, many such firms don't gain the information they need from these efforts, according to a study of analysis tool users.

Free tools are available online, and some organizations will glean insight from them, the report's authors admit. But the chances of success are buoyed by commitment among employees to learning the nuances of the applications selected, and employers' willingness to hire and retain bright, well-trained analysts.

Experience in other professional settings also counts, as analytics isn't widely taught in schools. As study authors Eric T. Peterson, CEO of Web Analytics Demystified, and Zori Bayriamova, a former JupiterResearch analyst, point out: “There is no replacement for having ‘seen this before’ in Web analytics.”