Measuring the results of a search marketing campaign is a critical activity, but it's one that can be difficult or painful, especially if you're just getting started. Log file analysis tools, reports from paid search providers and other vendors can be both helpful and intimidating at the same time—especially if you're not really sure what you should be measuring.
A new book from web measurement guru Eric Peterson not only explains web analytics and measurement, it also shows you how to get the most from the array of tools and services available—even create your own system, should you like. I've got a full review of this excellent book in today's SearchDay article, Web Analytics, Demystified.
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