Organizations need to select the most appropriate tools for collecting and reporting metrics which meet requirements such as reporting of marketing performance, accuracy, analysis and visualization tools, integration with other marketing information systems (import, export and integration using XML standards), ease of use configuration (e.g. creation of custom dashboards and email alerts), support quality, cost of purchase, configuration and ongoing support.
Techniques to collect metrics include the collection of site visitor activity data such as that stored in web analytics systems and in site log files, the collection of metrics about outcomes such as questionnaires and focus groups, which collect information on the customer’s experience on the website.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.