During the dotcom heyday, companies slapped sites on the Web and waited for traffic to pour in. They counted "eyeballs" and measured their site's "stickiness" as a way to convey the online real estate's value to advertisers. When the Internet bubble burst, "sticky eyeballs" seemed suddenly worthless. Now, as the Web has moved from being a technology pipe to a sales channel, companies need to update their Web measurement strategy with new metrics and analysis tools that can help them analyze customer behavior and improve their site's business success.
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If my company doesn't change we don't have to manage change, right?
Q & A An interview with Jeanne Lewis, president of Staples.com, the e-commerce arm of Staples Inc.
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