If you're a doctor, friends and family want you to diagnose their ailments. If you're a mechanic, they'll describe their car problems. If you're a web analyst, they want help with Google Analytics. Am I right?
Over Thanksgiving I went up to Oregon and visited with my father, who has recently retired from a long career as a database administrator and systems architect at Intel. He does web development work for kicks; right now he's building a web-based tool for viewing livestock pedigrees. That's what happens when you're a farmer and a programmer.
There I was at the farm, taking a break from work, and my dad says, "Hey, tell me about this Google Analytics thing. I have it on my web site." So I sat down and gave him a little lesson on web analytics.
We talked about entry pages, bounce rate, referrers, keywords, popular content, etc, and how he might use this kind of stuff to improve his site. He has a site search but he's not yet tracking it in Google Analytics (he'll do this); he wanted advice on how to redesign his home page (I showed him Site Optimizer). I got on his case about the godawful color scheme he's chosen for his site; I can criticize like that, we're family.
Eventually he made a run for it under the pretext of having to go "rake leaves."
I do most of my work in web analytics with big clients - large complex web sites with many different data consumers. My clients often need more flexibility than they can get out of Google Analytics, so they use commercial web analytics applications like Omniture and WebTrends. Sites like my dad's are a novelty - a single stakeholder, simple architecture, no politics.
It's good to see [literally] mom-and-pop sites like this just for the sake of perspective. And it reminds me why I like this work in the first place - I enjoy helping people understand the value of web measurement, with the hope that they will make their piece of the web just a little better. That much is true regardless of the tool, regardless of the traffic volume, regardless of whether it's for-profit or just for kicks.