slide 10.1 chaffey et al., digital marketing: strategy, implementation and practice, 5 th edition ©...

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Chapter 10

Evaluation and improvement ofdigital channel performance

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Learning objectives

• Understand terms and tools used to measure and improve digital marketing effectiveness

• Develop an appropriate process to collect measures for digital marketing effectiveness

• Identify the activities when managing an online presence.

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Questions for marketers

• How do I measure and improve the effectiveness of digital marketing?

• How much resource do I put into managing and improving the site?

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.1 Key questions in evaluating process, metrics and tools for improving the contribution of digital marketing within an organisation

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.2 A summary of the performance measurement process

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.3 The five diagnostic categories for digital marketing measurement

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.4 Potential reasons for causing attrition on an e-commerce site

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.5 Multichannel performance scorecard example for a retailerSource: Wilson (2008)

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.6 Examples of different measures of visitor volume to a website

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.7 A framework for different measures used to evaluate and manage social media marketing.Source: Altimeter (2011) with permission (Creative commons).

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.8 Example of measure from Hootsuite application for measuring social media marketing

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.9 National Express page assessed through multivariate testing

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.10 Results of multivariate testing for National Express

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.11 Different types of data within a performance management system for Internet marketing

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

Figure 10.12 Differences between browser-based and server-based measurement systems

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Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013

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