We've all struggled to make sense of web analytics data. And then, after we've invested the blood, sweat and tears in truly understanding what our web stats are telling us, comes the second hurdle:

Communicating to the C-level execs what it all means.

Avinash Kausik, Google's official Analytics Evangelist, celebrated author and conference speaker, feels your pain. That's why he advocates storytelling and colorful metaphors as an approach to liven up what might otherwise be an intolerably dry ...