Tonight I'm working on a paper for my PhD that is focused on "KPI and web analytics" to evaluate digital marketing & communication results. I decided to re-read the frameworked presented by Altimeter last year (see and share the article http://www.web-strategist.com/blog/2010/04/22/altimeter-report-social-marketing-analytics-with-web-analytics-demystified/). I think that is really good, right now we just have to go on a more detailed version with some "numbers" on the side that will help marketers to understand the situation and learn from it. More details on chapter 9 of my "Digital Marketing" book...:-) paola
