Move beyond the top ten
You know what is the one thing stopping you from finding truly actionable insights from your web data?
Web analytics gems lie deep in the data and we spend our lives looking at the top ten rows of data. – Avinash Kaushik
Excellent article on diving deeper into your analytics. The top tens should not be the key source to evaluation of your KPI's. You need to move some data around to get at the meaningful content. One of the great links he demonstrated is the Juice Kit Keyword Tree. Take a look and have fun playing with the data.