In this blog post, Google Analytics team reponds to the "question about the goals for the new Google Analytics v5 and why we made the changes we did," Google said."
To address the question above, a few Analytics team members share their stories of how the new version began, their approach, and goals in building it. Along the way, they also share a bit about what you can expect in the future from Google Analytics.
The Making of Google Analytics v5
What's New in Google Analytics v5
[Source: Google Analytics blog]