"This is the 'age of accountablility' for the marketing profession. Pursuing incremental levels of accountability transcends whether the times are good or bad. The overarching objective is for marketers to more directly and confidently pursue brand and business growth."

-Bob Liodice, President and CEO, Association of National Advertisers

The good news is that sophisticated tools are available to analyze the data from the most measurable medium, the Internet. Customer behavior, sales patterns, lead generation and user engagement can now be measured and tracked in a scientific way, that is, via web analytics.