One giant leap for analytics?

Web 2.0 has the potential to deliver a lot more data, but not necessarily easy answers. While a number of options are available beyond simply measuring clickthrough rates, most marketers are struggling to construct effective measurement models to truly gain an understanding of consumer activity on their websites.

One Giant Leap for Analytics?

Tam Harbert

Just when you thought you were getting a firm handle on the data you can wring from your Web site traffic, along comes Web 2.0. A collection of new technologies, including Ajax, flash, blogs, and streaming media, Web 2.0 is changing the nature of Web analytics, making it both more complex and potentially a much more powerful marketing weapon.

In Web 1.0, the predominant method for measuring how someone interacted with a Web site was counting page views. But Web 2.0 enables a whole new level of interaction that happens without a page...

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