Web Analytics is all about numbers?

If we talk about web analytics, we immediately think of numbers & eye candy graph. Yes, Web analytics is all about metrics, numbers. If that is so, Web analytics won't be billion dollar industry. Web Analytics should map the "Objective" with " Metrics". Most people go by metrics without defining clear objectives to build actionable Report

 
Basic Steps to come-up with actionable Insight
1. Define Objective
2. Define Key metrics to measure that objective
3. Benchmark the key metrics
4. Analyze the data and map with objective
5. Build actionable insight