The Wall Street Journal interviewed Eric Peterson and John Lovett of consulting firm Web Analytics Demystified about their efforts to create a code of ethics for Web analysts to clarify "what this stuff can be used for, and more importantly, can't be used for." The consultants credit a recent WSJ series, "What They Know," for opening their eyes to the fact that there was no "consistent platform" for the field. The pair has proposed the creation of a certification program which could grow to become a trustmark. (Registration may be required to access this story.)
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