I appreciate your pointing out the need for testing design for true effectiveness, Meta. As the capabilities trickle down to the medium and small business layers, the tools are made more easy to use, but not to comprehend. Amateur analytics can be dangerous.
I'd certainly love to have more people blogging through SDC about the range of practices described by "analytics." I attended sessions at STRATA last month and - as a big data "fan" - I was impressed by the many ways the term was used in different applications. So if you come upon more people who work with and write about practical analytics, send 'em our way.