Jason Burby, the co-chair of the Web Analytics Association Standards Committee, spoke to DM News managing editor Cara Wood about the association's new report that provides standardized definitions for 26 widely used analytics terms. A writer for The ClickZ Network, Burby recently co-authored Actionable Web Analytics: Using Data to Make Smart Business Decisions and is chief analytics and optimization officer at Wunderman interactive agency Zaaz, Seattle. What follows is an edited transcript of the conversation.