Web site analytics are as popular as ever. And, if you’re like most marketers, you’re likely still scratching your head wondering how to measure your site’s effectiveness, or what to do with all the data you’re collecting. From search engine optimization, landing pages, conversion tracking, natural and paid search results, online marketing is a big job – an even bigger one if you want to do it right.

Whether you are new to the web analytics or a seasoned expert, in this show we talked about the simple steps you can take to move your organization to the next level of performance. And to help you get there, I asked Jim Sterne, the chairman for the Web Analytics Association and founder of the eMetrics Marketing Optimization Summit to join me. You’ll find his candor and simplification of Web analytics refreshing as well as informative. Aside from the easy to follow four step approach to optimizing your Web site, what I liked most about interviewing Jim was his suggestion to use personas in designing Web sites and user experience analytics (I’ve been doing this for awhile now and have found it extremely valuable – and it was nice to have it validated as a useful approach).

Jim pointed out two great resources for marketers who want to advance their expertise and abilities in Web analytics and optimization. The first is the Web Analytics Association and the upcoming analytics conference (eMetrics Marketing Optimization Summit) being held this coming October in Washington DC.