"The top goals for the Specialized web site are to improve its customer's brand experience and deliver those customers to Specialized Dealers, and the company is intelligently utilizing web analytics to further those initiatives."
Those are certainly fine goals, but I think Specialized should consider coming up with a blogging strategy. People want to become involved with brands and make them their own. They are not just passive receivers of information, waiting to be analyzed and "converted." A properly executed blog would give Specialized more ROI than any amount of tweaking to their website and it would give them an opportunity to engage their customers in a constructive dialogue. Isn't that the kind of experience customers deserve?