E-BUSINESS PULSE: An eye on Web analytics - Putting Web analytics under a microscope benefits more than the techies -- it helps execs determine when they are winning.(News Briefs)(Column)

DO YOU KNOW how successful your e-business project is? Sure, top management is impressed, online sales are holding their own, and the site's architecture is sound. But do you really know which products and services your customers will buy online and whether shoppers care more about speedy delivery or low costs?

Now more than ever, solid facts and metrics are necessary when it comes to measuring the success of e-business.

Executives in many companies have sunk a lot of money and resources into various e-business projects that were driven by loosely defined promises to "improve relationships with customers" or "streamline supply-chain performance." Now, with the reality of an economic downturn, many of these projects are under …