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As web analytics gains momentum, the question remains, "How do we make it actionable?" An ongoing challenge of the email marketer is translating valuable web data to create more relevant campaigns. Having the ability to take your email marketing/web analytics integration beyond traffic analysis, to gather specific data in real-time on your prospects and customers builds true relationship email marketing. So where do you start? A highly successful strategy is to use web analytics for gauging the effectiveness of your email marketing initiatives and determining optimization tactics to improve your overall campaign performance.