From Enid Burns at ClickZ

Competition between search engine marketing and Web analytics firms is heating up, in a civil fashion. Fathom Online is expected today to announce its entry into the analytics arena, introducing a Web-based system that allows advertisers to integrate their sales, Web site and affiliate data.

From Gary Stein at ClickZ

... getting a click only costs you money. It doesn't make you money. JupiterResearch continues to see click-throughs as the primary measure of a search campaign's success, and that's troubling. If a campaign manager only looks at click-throughs, she's bound to have trouble really understanding the spending's benefit. ... This is why landing pages are so critical. The money you pay for the click is the ante, the money you spend to get in the game. The landing page is what you do with the cards you've been dealt. As a great philosopher once said, "You got to know when to hold 'em, know when to fold 'em."

From Jeremy Lockhorn at ClickZ

Cross-channel measurement is a hot topic. It must be part of your measurement set in some way. Otherwise, you risk underestimating your online efforts' value or making optimization (and budget allocation) decisions with incomplete, incorrect information. Numerous studies demonstrate a significant combined effect of simultaneous on- and offline media. The IAB's Cross Media Optimization Studies (XMOSs) are probably the best-known examples.