This article addresses two practical implementation concepts that can increase the effectiveness of your campaigns and campaign analysis: 1. Pathing analysis for your campaign and 2. Hashing your SEM campaign codes. While this article specifically addresses features and capabilities within Omniture SiteCatalyst, the principles of these concepts are applicable in other web analytics solutions, as well.

In all the interactions I have seen regarding this topic, I feel like I am being pitched into a Mac-versus-PC-esqué battle all over again. Being an avid user of both solutions, I feel compelled to set the record straight.

In an industry as young as Web Analytics, it may be hard to understand how one properly utilizes a Web Analytics solution to its fullest extent. In this article, I attempt to draw on my recent work experience to provide some insight into good principles of practicing the "voodoo magic" that is Web Analytics.