If you are responsible for a Web site, it is easy to believe that you are well prepared to capitalize on a surprise influx of visitors driven by social media and viral behavior. However, most Web analytics tools today were designed for Web 1.0 -- a world where visitor behavior did not change in a flash. Luckily, new types of technologies designed for these kinds of behavioral analysis are emerging. Known under various names such as associative, temporal or affinity databases, these solutions are reaching the level of maturity, scalability and performance necessary to handle Web data.