Avinash Kaushik has demonstrated an ability to get beyond the numbers for web analytics. As he likes to say, "You need the What. . . You need the Why and the What Else." He's pressing analysts to provide "robust answers that have deeper customer and competitive insights." In this July posting, he offers "Seven Filters That Help Identify Great Analysis." If you haven't seen his work, start with his Web Analytics 2.0 chart.