Web analytics has to be comprehensive in the campaign planning and throughout the campaign's execution. Tacking the metrics on at the end of a campaign is not cost-effective.
The Web analytics portion of the campaign is just as important as crafting the message. You need to define the parameters of the data you want to track during the campaign.
Web analytics is no longer solely about the “mother ship,” or the dot-com. Because their messages live in multiple environments, marketers need to take a holistic approach to tracking and measuring their online campaigns.
Understand how your customers engage with your website through metrics other than tracking click-through rates.
The ability to leverage Web analytics doesn't require marketers to rely on the IT department; marketers also need to prepare to push back if IT says they can't correlate Web analytics to other types of customer data.
Sources: John Bastone, SAS; Kevin Coffey, United Parcel Service