"The key thing to remember is that the campaign mentality of marketing does not work in the digital world. What does work is iterative marketing. Marketers need to become far more agile and get used to the idea of testing and learning and iterating quickly and do their best to move their organization in a way that helps them build budgets and teams that way. Otherwise it's just way too complicated and we'll never be as successful as we could be."

So spoke Marko Mueller from Webtrends a few days ago on another great episode of DM Radio, hosted by Eric Kavanagh and myself. Marko also has blogged on the topic and if you're asking yourself about Web analytics, you might want to have a look.

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