Web analytics and communications evaluation
When evaluating a communications project, I often consider the web metrics aspect of the project, if a website played an important part in the project. Web metrics are statistics generated by tools that measure website traffic, such as how many people visited a web page, where did they come from, etc.
Seth Duncan has recently produced for the US-based Institute for PR a very interesting paper on this subject:
The paper focuses on the aspect of referral (e.g. which is the most “efficient” source of traffic for a website) but also contains some intruiging descriptions of advanced statistical methods for web analytics.