The web analytics folks are rapidly taking over ownership of the database marketing world, and for good reason. These individuals have the ability to mine more information about customer behavior than anybody in the history of marketing.
Web analytics folks would be well-served to read a document produced by Don Libey about essential metrics. Many of the catalog metrics can simply be changed to fit an online environment. Click on this link for the document.
Those who do the best job of translating these metrics into the online world may be the individuals who seed the first generation of 'Vice President of Web Analytics' positions that are part of our online future.
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