Dl part-2

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Digital_Marketing_week8_20222.pptx

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Read Chapter 10

Evaluation and improvement of digital channel performance

Digital marketing: implementation and practice

DIGITAL MARKETING STRATEGY, IMPLEMENTATION AND PRACTICE Seventh Edition

Measurement and improvement of Web Performance

“Web analytics is the measurement, collection, analysis and reporting of internet data for the purpose of understanding and optimising web usage”

(Chaffey & Ellis-Chadwick 2022)

Performance measurement for digital channels

3 stage process:

Stage 1 Creating a performance measurement system

Stage 2 Defining the performance metrics framework

Stage 3 Tools and techniques for collecting insights, running processes and results

Performance measurement

Maintaining online presence

Success factors for improving digital marketing effectiveness

4 main areas

Metrics

Tools

Analysis

Action

Organisations should answer the questions in Fig 10.1

Start with what is the current form of measurement? Then review

Creating PM process – Google Analytics Adobe Analytics while setting up these systems especially using free versions is straightforwards important to make sure the information gathered is actually being used to

Improve performance

Must establish a link between what is being measured and marketing objectives if the PM systems is to be effective.

Success factors for improving digital marketing effectiveness

4 main areas

Metrics

Tools

Analysis

Action

Organisations should answer the questions in Fig 10.1

Start with what is the current form of measurement? Then review

Improve performance

Must establish a link between what is being measured and marketing objectives if the PM systems is to be effective.

Performance improvement process

Co-ordinated approach to avoid problems

Senior management myopia – performance measurement not seen as important

Unclear responsibilities, - who is going to deliver the improvement if its shows up in th eanalytics that something needs to be done.

Data issues

Fig 10. 2 4 stage process to cut through

1) goal setting – what are the aims of the measurement system? – focus on DM objectives

2) performance measurement – collecting the right data

3) performance diagnostics – analysis of the results

4) corrective actions

Categories of digital performance management

Are goals in DM strategy being met?

Business contribution – profitability - set online revenue contribution goals vai sales channel.

Look at how different channels are contributing to the goals. Look at the touch points.

2) Marketing outcomes e.g.,

site registration

Request for further information

Responses to a promotion

Offline enquire driven by engagement with online content

A sale

Measures: channel contribution

Conversion rates – purchase / registration

Attrition rates – visitors lost

Customer satisfaction – research methods – online questionnaire, exit surveys, customer opinions

Customer behaviour – which content is accessed? How long do visitors stay

Bounce rates

Home page views

Stickiness

Repeat visitors

Site promotions – volume, quality value of traffic referred to the site

Key measures:

% of referrals – paid search ads

Cost per acquisition

% contribution

Reasons for causing attrition on an e-commerce site

Only a proportion of visitors make their way to product information and purchase

Google Analytics dashboard

PPV – pages pervisit

VPV visits per unique visitor

Clickstream analysis

Visitor segmentation

The average time a user spends on your website.

Statistics of your loyal and unique visitors.

To gain information about your goal conversion rates.

To gain information about the origin of social media traffic, such as Facebook, Linkedin, etc.

Content Marketing Dashboard

Questions to review Google Analytics

Measures of website visitor volume

e.g. different measures

Measuring social media marketing effectiveness

Hootsuite reporting