Companies that have a successful approach to online marketing often seem to have common characteristic. They attach great importance and devote resources to monitoring the success of their online marketing putting in place the process to continuously improve the performance of their digital channels.
The importance of defining an appropriate approach to measurement and improvements is such that the term web analytics has developed to describe this key digital marketing activity. A web analytics association has been developed by vendors, consultants and researchers in this area to manage best practice. Their definition of web analytics is:
Web analytics is the measurement, collection, analysis and reporting of Internet data for the purpose of understanding and optimising web usage.
To succeed in a measured approach to improving results from Internet marketing there are four main organisational prerequisites including defining the right improvement measures and purchasing the right tools and the management processes – such as putting in place a process where staff review results and then modify their marketing activities accordingly.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.
13. Focus groups
14. Mystery shoppers