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Executive Summary (This is a document excerpt)

To date, many companies have approached Web measurement from the data up — implementing Web analytics, online surveys, and other data collection mechanisms in hopes of finding that million-dollar insight. But clients tell us this approach isn't working — and they're ready to try something new. Speakers at this fall's eMetrics Summit highlighted what today's most sophisticated Web analytics firms do differently — rather than focus on technology, data collection, and reporting, they take the time to devise a measurement strategy; treat data as a tool for driving action, not as an end unto itself; and integrate data from across the company into a multichannel view of customer behavior.

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