Think Google always has thought provoking content. I found this one to be a good summary of the evolution of how you measure what’s happening on your site. We find that as a company becomes more sophisticated in the use of analytics, they start looking for deeper and better insight. You should read the whole longish article but let me highlight the key items and then let you dive deeper.
All three trends in measurement evolution are great but I like the Experiments vs Optimizations best. It’s amazing what you learn and how fast you can do so using online A/B testing.
But read the whole article.