It wasn't so long ago that Web site analysis was an esoteric specialty whose practitioners focused on the arcane details of log file analysis, cookies and page tags. The primary outputs were funnel reports that tracked customer paths through a Web site and source analysis that captured the origins of site visitors. A really impressive system linked the two to measure conversion rates by source - critical for an accurate evaluation of search marketing and email campaign ROI.

But that was back when the Web was young. Today, the Web is a dominant marketing channel for many companies and an important channel for all. Web activities are increasingly integrated with core marketing programs rather than being handled on their own by a separate staff. Web analytics must be integrated with other marketing analytics, as well.

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