I was rather pleased to find that the CMA offers courses in internet marketing. In fact they seem to have a very forward thinking approach to the online arena as a whole. I was drooling over my keyboard at the course content for the Customer Insight through Research and Analytics Certificate
My feeling is that there are three criteria for success in web analysis. The holy grail is achievable when we analysts master 1) marketing principles that guide usability, promotion and advertising 2) the technical nuances of web analysis and 3) the pure mathematical number crunching that produces usable data.