Analytics
The goal of Analytics is to know the difference between what we believe and what is happening. This is one of the other areas where there are many tools out in the market. Another tool I like for doing web research is SpyFu (http://spyfu.com/). One of the technical editors on this book suggested Woopra (http://www.woopra.com/) for consideration. Also, look at Yahoo and other third-party tools for personal choices.
Google webmaster tools
Visit the Google webmaster tool's website at http://www.google.com/webmasters/tools/.
The benefit of this tool is it improves your site's visibility online and as they say, it's free. It does more than that. There is A/B campaign management and more. Some of this could be done with ColdFusion, but it can also be done through this tool. This is something that should be in your toolbox of skills and on many sites. It even helps evaluate bounces to make sure your landing pages are not revolving doors where customers come and go in a single page.
