The sad state of stats
Go get 'em IAB.
I always find that statistics are hard to swallow and impossible to digest. The only one I can ever remember is that if all the people who go to sleep in church were laid end to end they would be a lot more comfortable. ~ Mrs. Robert A. Taft
Actually, Mark Glaser has an insightful look at some of the issues with web analytics I'm looking forward to the second part.
It is ironic that the most measurable media ever created has such a hard time figuring out how to measure anything -- accurately.
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Given your comment, you might like my book "How to Measure Anything: Finding the Value of Intangibles in Business". The Publisher is John Wiley & Sons and its available now on Amazon. It even has a media measurement example.
Accuracy have been a big issue with analytics, I have been using GoStats.com , they have been better than others.