The practice of  Web analytics came of age in 2008. Industry maturation was reflected in the first set of standards issued by the Web Analytics Association, along with growing sophistication of Web analysts at major enterprises. The marketplace also consolidated a bit with several mergers and acquisitions.

Yet, we are just beginning to understand how to make sense of diverse online activity data streams. This challenge becomes even more complicated now that video and mobile-oriented applications are adding new data collection challenges.

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