Alan and Jim spend some time talking about tracking events and errors in application software logs.   Most  companies are at least monitoring their web logs and database error logs these days -- but we'd argue that this is just the tip of the iceberg.  With easy access to cloud platforms, cheap computer cycles and disk storage the time is right to up the ante.   Capturing user traffic and events at all layers of your application stack can pay big dividends in customer satisfaction, software performance and system reliability.