Summery of the recent Emetrics Summit held in Santa Barbara, CA, last week by Brian Eisenberg (who actually did not attend, but one of his associates did).

The web can be used as a predictor of demand and companies like Ford are using custom tools like it’s ‘Build Your Car’ configurator  to model future demand for it’s cars.

Leads can be classified as "hot", "medium" or "cold"; the "hot" leads converted into sales 6 times more than the "cold" leads based on a Ford Moter Company study.

Brian plugged his Persuasion Scenario methodolgy and suggested you pull a lot of data from your analytics but need to figure out how they correspond to Scenarios some one might typically take on a site.