DMA s Web Analytics Report discusses the results of the DMA s landmark survey on the popularity and effectiveness of different Web analytics approaches and metrics. If you think you re already an expert, see how you stack up against the competition. If you re looking to become an expert, there s no better place to start! The report"s key innovation is the use of the industry expert Dave Rhee of Ox2, known as Wandering Dave. Not only do we report the amount of usage and the effectiveness of each specific metric, we also provide you with Wandering Dave s expertise on which actions need to be taken to maximize the effectiveness of Web analytics and to improve your direct marketing strategies and ROI. The Web Analytics Report represents a broad array of respondents (both marketers and suppliers) who use web analytics differently, for different purposes and represent the diverse DM community: b-to-b companies, b-to-c companies, and companies of varying sizes and revenues.