WebProNews

From the "what took them so long" department, leading makers of web analytics software have joined together to form the Web Analytics Association ...

... a group dedicated to standardizing and promoting this utterly important and often overlooked aspect of internet marketing.

"One of the main goals of the association is to go ahead and bring what is a small and fragmented industry to more awareness of the value of Web analytics and measurement," said Bryan Eisenberg, co-founder of consulting firm Future Now, who is the WAA's first chairman.

As I wrote over two years ago, this is something that has been needed for a long time. We're still in the dark ages when it comes to understanding what really happens on our websites.

Smart companies like ClickTracks are helping pave the way to analytics enlightenment, but we have a long way to go. As is always the case when competitors agree on standards, a rising tide will surely lift all boats.

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Cory Kleinschmidt is co-founder of Traffick.com, which offers a unique analysis of search engine and eBusiness trends. As Webmaster of Traffick, he designed the site, and continues to maintains it and contributes informative articles for webmasters and internet professionals.