Chatting about data and analytics at SES San Jose with Bryan Eisenberg this week, we hit on an analogy that I believe helps to explain how important web analytics and online marketing optimisation is. Thinking about your web site as a piece of theatre is one way of being able to judge how successful it really is. Why do we go and see plays? We go and see old plays like Shakespeare or Miller because they're classics. They've stood the test of time,