What experience, if any, do you have with web analytics? If you have experience, what tools have you used?

"Using Google Analytics, I have used web analytics as part of a larger marketing campaign evaluation project. The web metrics I tracked included open rate, click-through rate, average time on page, and conversion rate. In addition, I built funnels within Google Analytics to measure where visitors were dropping off before converting. By tracking these web metrics in conjunction with non-web marketing efforts, I was able to recommend the best marketing channels to use to target specific segments."

When sharing your web analytics experience, give some detail on the measurements you were tracking and the general scope of the project. If you don't have a specific experience with web analytics, convey this to the Morningstar interviewer and then discuss how you would go about learning about this practice. Interviewers can immediately recognize if you're trying to bluff your way through a question and prefer you to answer honestly.