Nick Sharp VP and General Manager EMEA at WebTrends genuinely believes that web analytics as a standalone discipline is no longer relevant to today’s marketers and Marketing performance management (MPM) is the new way to go: "The problem most marketers have at the moment is that they don’t have complete visibility into their online marketing activities. Data from different campaigns is measured on different systems, so there’s no opportunity to compare apples with apples and valuable insights are lost every day.
Marketers are already busy people, so they simply don’t have time to collate all the information themselves, measure the results accurately and compare them against Key Performance Indicators (KPIs), which measure the strength of their business. Many marketers are also unsure how to respond to the data they’ve received or what they should be looking for from the results. The end result is inconsistent KPIs and poorly targeted campaigns."
Here the full article.