9. The most common browser type, whether their browser supports cookies and has them enabled and whether their browser supports Java and Javascript.

10. Top paths and how they navigate your site. What page they enter on and what page they leave from.

Here are URLs for five web tracking systems:

WebTrends, http://www.netiq.com/products/wrs rial.asp SideTracker, http://sitetracker.com/ StatCounter, http://www.statcounter.com/ Extreme Tracking, http://extreme-dm.com racking/?reg Opentracker, http://www.opentracker.net/pages/features.jsp

Get to know all you can about people who come to your website, and what gets them there. Only in that way can you focus your marketing program and maximize your return on investment (ROI).

Stay on lookout for negative responses such as misconcep- tions, rumors and false assumptions. And especially for inaccur- acies that could do damage because of hurtful behaviors they can produce.

Now, with such perception data in hand, you’re ready to set your public relations goal. And this can be as direct as “clear up that misconception, neutralize rumor, or fix that inaccuracy.”

Reaching that goal, however, requires just right strategy. Since this is a matter of perception/opinion, you have only three choices: change existing perception, create it where none exists, or reinforce that existing opinion/perception.

Now, tap your best writer because you need to prepare a message effective enough to alter negative perceptions among members of your target audience. The message should be multifaceted if it is to do job. It must be clearly written and fact-based as well as believable and thus, persuasive. Hopefully, it also will be compelling in its tone.

The challenge of delivering your message to right ears and eyes falls to your communications tactics, and there are a ton of them. Everything from electronic magazines, consumer presentations, speeches and press releases to media interviews, newsletters, brochures and personal contacts. But make sure that each tactic you choose displays a track record of reaching folks similar to those you are trying to reach.

How will you know when you’re making progress? By going back to field and re-monitoring perceptions of members of that target audience. But there’s a new wrinkle second time around. Your antennae will be up to capture signs of change in offending perception – has that untruth, false assumption, hurtful misconception or damaging rumor been adequately addressed by your message and communications tactics? In other words, is perception among members of your target audience moving in your direction, thus signaling success?

Luckily, you can always speed up process with additional communications tactics, and by increasing their frequencies.

By this point, what you will have done, of course, is put in place precisely well thought-out public relations plan you need to persuade your most important external audiences to your way of thinking, then move them to take actions that lead to your success as a manager.

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