SEMphonic announced the release of its proprietary methodology called Functionalism to help marketers address what type of web measurement is the most appropriate choice for them.

The new tool, according to SEMphonic, will include four levels for marketers to measure their campaigns: classification, measurement, adaptation and communication.

"Web measurement is an immature practice-- one hindered by the lack of a standardized method that is highly likely to provide insight into any specific website and analytic problem," states Gary Angel, president and CTO of SEMphonic. "This lack of strong methodology hinders every aspect of web measurement: it hides important insights, it makes training new analysts problematic, it makes sharing approaches and insights difficult and it causes tools to multiply features in ways that are often un-helpful and unnecessary."