When discussing Web analysis, I too often hear people say management simply doesn't "get it." They'd like to implement a comprehensive Web analysis strategy, but no one seems to be listening.

Web analysis is a low priority at many companies. I've sat in on many a client's Web analytics meeting. Usually, the most senior person present is an e-business director. Rarely have I seen a CEO or other executive team member.

At the same time, it's hard to think of a more vital component of corporate performance than the Web channel. A company's Web site interacts with every part of its audience, from analysts and journalists to employees and customers. If you don't know how well your Web channel's doing, then how can you gauge the overall success of your company?

So how do you direct your executives' attention to the problem? To my mind, the answer is "managing up," or creating a strategy to inform them about the importance of Web analysis. To do this, I'd advise six simple steps.

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