Web Site Stats: A Look Behind The Numbers
http://www.iabc.com/cwb/archive/2003/0703/techcorner.htm

Gannon, Joseph P.
Communication World Bulletin
2003

Abstract:

In the dot.com boom of the 1990s, an electronic goldrush began as companies flocked like new age prospectors seeking to plant their stake in this digital revolution that has today transformed the ways companies communicate and do business around the globe. Because the web is becoming a viable communications channel, it's important that communications professionals understand how the content they're putting up on a web site is delivering to users the kind of value that is realizing a return on their investment.