To improve results for any aspect of any business, performance management is vital. The processes and systems intended to monitor and improve the performance of an organization, are known by business operations researchers as performance management systems and are based on the study of performance measurement systems.
A good starting point is to understand the current improvement process and the organizational barriers which prevent a suitable improvement process. We will review approaches to performance management by examining three key elements of an Internet marketing measurement system. These are, first the process for improvement, and secondly, the measurement framework which specifies groups of relevant digital marketing metrics and, finally, an assessment of the suitability of tools and techniques for collecting, analyzing, disseminating and actioning results.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.
13. Focus groups
14. Mystery shoppers