The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn

We have already discussed the advantages of using the Internet for its ability to track the activity of viewers. The problem is that you can gather so much information that it is difficult to determine what is relevant and what to do with the information. Several software programs are available that allow you to get these statistics and put them into a usable format for analysis and presentation. I also recommend hiring a service to advise your company on useful application of the information. Another option is to install an Internet marketing department in the organization. The bottom line is that the Internet is a vital component in the modern marketing communications process, and the smart companies will devote resources to leveraging its use.