Coping with Flux Johanson's multifaceted measurement strategy is a good model for others. But so is audience-based data. Try a survey or focus group. You can find out from research companies such as Media Metrix, Net Ratings and Relevant Knowledge. But since the universe of Web measurement is still in flux, there's no set formula.
Site managers have to be ready to react.
Then you can target your marketing to the right segments. And those who rely on ad revenue will need to continue to react to advertiser demand for statistics. The one constant, when it comes to metrics, is a sense of purpose. Let me know, and perhaps your experiences can be grist for a future column. Scott Kirsner is a Boston-based writer and consultant.