In today's wild world of marketing, the key to naming the beast isn't to name it; it's to measure it.

There's a direct correlation between measurability and profitability, which is why, in the future of marketing, the web sits squarely at the centre. The web can also pull, rather than push customers to your business.

Online marketing is growing, and with the web central to offline as well as online activity, accuracy becomes critical. Why? Because we need accurate tracking that measures visitor's site activity - it is also the foundation of relationship marketing. Web analytics is evolving into marketing performance management, which focuses on measuring, managing, analysing and optimising return on investment. The web helps shift marketing from an indirect to a direct approach, marketers can take precise results to continually improve results. Web analytics is a website's business intelligence.

The Strong Foundation: Integrated Metrics
The advantages of standardarised metrics throughout a company with accurate data.

The Clear View: Consistent Key Performance Indicators (KPIs)
Easy to understand performance targets for the whole company so that when analysed viewership patterns enable the success of the website to be truly measured.

The Customer Focus: Relationship Marketing
It is about building relationships with customers and increasing their lifetime value.