John thinks that Alexa is worthless but it’s not. Like a survey it’s a sample of an audience, while it may not be completely accurate, there is no other tool out there that can provide measurement across all sites as we don’t have access server analytics on all websites.
My former manager explained that analytics in themselves are pretty useless, they vary from one system to another. The rule is to follow and look for trends, patterns, spikes and valleys and how they tie to events on the websites or around the industry.
John, while it may not be very accurate (and a bit easy to manipulate) it’s not worthless, as it’s the best we have.