Marketers Missing Measurements
The reason, I think, that marketers don’t get the information they need is that many of the metrics tools (not just web metrics) haven’t been easy to use and have been the domain of IT for a long time. Technolgies need to allow marketers to easily cruise through data and be able to find the metrics that they need.
Whenever I start to talk about web metrics, eyes glaze over. Then the same people ask about how well their marketing initiatives are. Bridging the gap is the first step.