Ultimately, no matter how many subtleties e-commerce firms measure on their sites, they can't get at some of the most important metrics, like original user intentions and reasons for which they do doing certain things. To help close that data loop, companies like Webmetrics and Keynote Systems are trying to overlay different types of information together to help interpolate some of these human variables, and Keynote, Internet Retailer notes, is even using its 160,000-member panel to directly ask users questions.