Though 56 percent of CMOs say the web is central to their marketing strategy, some 84 percent of marketing execs describe their organization's web-measurement ability as needing improvement, weak or nonexistent, writes Internet Retailer, citing a WebTrends report. Only 15.1 said their web measurement is a strength; 56.4 percent said it needs improvement; 23.6 percent said it was weak; and 4.9% said they did no measurement.

For 52 percent, analysis of web measurement is the part-time responsibility of one or several employees; 15.7 percent said a single full-time employee, and 9.7 said more than one full-time employee, is dedicated to providing analysis; 6.9 percent use a third party; and for 15.7 percent, analysis is nonexistent.