Marketers don't want to measure raw hits on a Web site. Increasingly, they want to categorize visitors and measure the significant things those visitors do on the site. Many want to track the effectiveness of promotions in real time and make adjustments instantly. They often want to take data about Web activity offline, combine it with their traditional data, mine it, and report on it. They want to improve advertising effectiveness, visitor loyalty, purchase rates, cross-sells, and up-sells. All this is fueling demand for a new generation of Web-site analysis tools that represent visitor behavior in terms that marketers understand.