Analytics, the bedrock of interactive marketing, is fraught with complications. Some are generalized, affecting all marketers. Examples include the reported increase in the rate of Web cookie deletion and the universal problem of how to sort through a glut of data. In most cases, though, the problems of reporting and measurement are as unique to each marketer as the objectives.
To get a grasp on the dominant concerns, ClickZ polled several marketers and analytics experts on what they consider to be the biggest challenge in using Web analytics today. Each of the following respondents is a speaker at the upcoming Emetrics Summit in Santa Barbara, Calif.