Unlike the traditional marketers who must wait days if not weeks to measure the potency of their efforts, online marketers are confronted with an ocean of info which can be monitored and measured in near real time. Regardless of the volume of information and powerful tools available to online marketers (at free to low cost, making analytics as affordable for startups to bundle 500) on-line metrics are widely misunderstood, misapplied and often misused to say much more that they should.
Online Metrics What Are You Measuring and Why Case Study Solution
Recognizing how online metrics function, what they measure and which of them are most useful based on special advertising functions and campaign targets is a useful skill for every marketer. This note frameworks on-line metrics in the context of campaign targets (from search promotion to back end analytics) while discussing the various marketing functions (from display advertising to brand direction) that benefit as a consequence of access to particular metrics. Throughout the note, each metric is placed along an ROI Continuum made to add insight regarding the purpose of each metric through time as it relates to a firm's bottom line.
PUBLICATION DATE: June 15, 2011 PRODUCT #: W11221-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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