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Chapter 10 Summary: Chapter 10 Summary: 1) Most companies put more emphasis on data collection than analysis 2) New Media is not only measurable; it is by far more measurable than the media that came before it. 3) New Media seeks a small, targeted audience as opposed to large general one. 4) Most marketers still don’t understand New Media measurements. 5) RSS causes your Web hits to go down, but your qualified audience to go up. 6) Memes grow audiences 7) Some Web metrics, such as acceleration (comment-to-post ratios) are public, thus can be used for competitive analysis.