Marketing Measurement

Marketing Measurement is fundamental to any company operating on the internet. Having an accurate and comprehensive Web Analytics tool helps the marketer to understand important insights such as campaign success, customer value and profitability per market segment.

Without an ROI it is difficult to get the attention of your executives and win the budget you deserve. But, how do you calculate ROI on a non-ecommerce site? Learn how Peter Sanborn has built a financial framework for measuring the ROI of customer engagement and using that to drive more investment in web analytics at Microsoft.com.
Online Behavior -
In this presentation, Matthew Langie and Jeff Jordan go over Facebook Analytics and what kind of return does Facebook offer. They discuss the following questions: What is the basic ROI of investing on Facebook? How does Facebook fit into the rest of you online marketing spent? How does it compare to search, display and other online advertisement? How to measure Facebook success?
Online Behavior -
Marketers may be squandering a huge opportunity if they do not leverage web analytics as a rich source of behavioral insights on individual prospects and customers. Using behavioral targeting, web analytics can play a far more direct role in engaging customers, improving customer experiences, and increasing sales, by enabling companies to deeply personalize their communications and interactions.
Akin Arikan -
Even though Google Analytics is great, there is always one or two improvements that wouldn't hurt. This article presents 3 features that could enhance the tool: Adsense ecommerce integration, Marketing Campaign Import API and Website Optimizer & Webmaster tools integration.
Daniel Waisberg -
The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.
Emer Kirrane -
In this presentation, Professors Eric Bradlow and Peter Fader from Wharton Customer Analytics Initiative, discuss ways to measure user engagement. Prof. Fader starts by stating that the old Reach and Frequency theory still apply to online measurement: it is all about the trade-off of reaching many people a few times or reaching a few people many times. Prof. Bradlow talks about the multiple metrics that should exist, one for each company, or rather one for each purpose in a company.
Online Behavior -
In this presentation, from Avinash Kaushik, we learn about what he calls 'Non-Line Analytics'. As he defines it, there is no more online and offline marketing, we all live in the non-line world. He shows ways to measure the impact of offline in online marketing, and the impact of online in offline marketing.
Online Behavior -