Source: http://www.hmtweb.com/blog/2008/11/web-analytics-and-tracking-your-online.html
You woke up earlier than usual this morning, eager to start the day. This is not your typical week... You've got a new product launching and you are having some final meetings to make sure everything is covered with your online marketing campaigns. In one of your last meetings before the launch, your CMO walks in and says, "Great work on developing the campaign and I'm excited to see the results. When can I expect to see some reporting detailing how each channel is performing?" Crickets chirp… {Since this is my blog post, I have the power to freeze time for 10 minutes so I can explain more about web analytics and help you craft your answer to your CMO. Please continue reading.}
There's no reason that tracking online marketing campaigns should be an issue, although unfortunately, many times it is. There is a lot of talk about bleeding edge web analytics, and believe me, I'm excited about those advancements. But I would be careful with how you implement your web analytics package, or more importantly, how fast you move to an advanced tracking setup.