GET A GRIP ON COSTS: Companies everywhere have been struggling to figure out a way to measure the true cost of maintaining their Web site. People who work on the site may often have other duties that may be considered more central to their core job. But it's important to know what you're spending on the site. Otherwise, you'll never be able to measure the ROI on it. So, make it a practice to occassionally sketch out who works on the site, how much time they spend on it compared to their other duties and other financial variables, like developer costs and other outside vendor expenses. It's sort of like back-of-the-envelope activity-based cost accounting. Having that info will help you make further Web investment decisions and lays the groundwork for a more rigorous financial look at your site.