Despite dramatic improvements in the reporting and measurement capabilities of common Web analytic tools, the actual practice of Web measurement has not shown similar advances. The results of many analytic efforts are disappointing, and the usefulness of Web measurement to an organization is still very dependent on having an outstanding individual practitioner. What is more, the practice of Web measurement revolves around the usage of a disparate grabbag of tools (pathing, page analysis, affinity, segmentation, events) with no particularly clear understanding of when, how or why a tool is the most appropriate choice. After a decade practicing as a Web analytics consultancy and search engine marketing analytics tool provider for Fortune 1000 brands, SEMphonic, has released its proprietary methodology - Functionalism - into the public domain to help the industry address these problems.

In a related announcement, SEMphonic is also offering The Functionalism Engagement, which is a short-term (2-3 month) project geared toward getting Web analytics efforts on the right track. It includes all four of the key steps to fully implementing Functionalism:

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