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Round-up

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Subject:  Round-up Dave Chaffey
Author:   dchaffey:   view profile | all posts by this author | add to favourites
Date:   17:20:35 14 October 2003
 
Thanks for all your contributions, guys.

It seems there's more on offer from the web analytics vendors than I was aware of - I think many are missing a trick by not explaining the campaign analytics proposition clearly enough or promoting it via search "tracking / monitoring e-marketing / internet marketing campaigns" doesn't show many solutions on Google for example.

It will be interesting to see how this develops, and whether vendors do go for unbundling of campaign options to give a lower-cost solution as some of you have suggested.

Theoretically having a single analytics solution for campaigns and on-site behaviour has to be best - of course you also need to assess attrition and clickstreams once on site.

However, this doesn't necessarily match the skills / responsibilities of marketers in large organisations. For example, I was doing training for a financial services co recently and the campaign and web site teams are separate - not uncommon. All the campaign team really care about and can control are the different traffic drivers. Across many campaigns the site/microsite pages are relatively fixed. For example, search, online ads and affiliates may all be used to drive visitors to identical pages for an online insurance offer.

Thanks once, again and please let me know of any new product announcements in this area (particularly lower-cost standalone solutions)!

=========================================
Dave Chaffey
Specialist e-marketing trainer, consultant and author.
Web: www.marketing-insights.co.uk
eResources and Books: www.marketing-online.co.uk
Published 2003: Total E-mail Marketing, Internet Marketing 2e
 
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  • The best tracking solution for online campaigns?, dchaffey, 10 Oct 08:17
    I have been thinking through the must-have characteristics of the ideal tracking tool which will provide results across a range of online campaigns - paid search, free search, on ...
    • The best tracking solution for online campaigns?, ST, 13 Oct 13:09
      Hi Dave, I just noticed your posting and wanted to followup to let you know how HitBox Enterprise can help you out! The HitBox Enterprise product is able to report, in up-to-t ...
      • Specific campaign tools - Conversion Ruler, dchaffey, 13 Oct 13:40
        Thanks Simon, I was thinking of specific campaign tracking tools rather than web analytics tools which have this feature. Most web analytics tools will have a campaigns feat ...
        • Specific campaign tools - Conversion Ruler, ST, 13 Oct 14:13
          Dave, Often this will be the perception, however, in order to fully quantify how successfull your online campaigns are you need to understand how these are affecting the behavio ...
    • The best tracking solution for online campaigns?, marcos, 13 Oct 14:55
      Hello Dave, I agree that it’s far better to use a single tool for website and marketing campaign analysis. You can download a comprehensive document here http://www.e-cons ...
    • The best tracking solution for online campaigns?, dandrury, 13 Oct 15:54
      Dave, Another reply from a web analytics company - this time WebAbacus! I agree with both my colleagues at WSS and WebTraffiq - a single source of analysis is becomming increas ...
    • The best tracking solution for online campaigns?, Martin Filz, 14 Oct 10:48
      dave, I read your email with interest and agree with your points. The one area that was missing was the fact that the measurement should be independent of the delivery of the ba ...
    • The best tracking solution for online campaigns?, ashah, 14 Oct 11:12
      Dave, you are 100% correct. A single, central and holistic view of ALL marketing efforts is vital to a marketer's success. I understand your penchant for keeping Campaign Tra ...
    • The best tracking solution for online campaigns?, amr, 14 Oct 17:19
      > >Does anyone have any experience of these tools or can they >recommend other tools that fit the characteristics above - >have I missed anything? Dave - yes have used Double ...
      • The best tracking solution for online campaigns?, Kevin Zundl, 14 Oct 21:30
        The Campaign+ series of reports that are on the LifeLine service are some of the most actionable that I have seen. You get lead funnels, top paths of leads and can group banners, ...
    • Round-up, dchaffey, 14 Oct 17:20
      Thanks for all your contributions, guys. It seems there's more on offer from the web analytics vendors than I was aware of - I think many are missing a trick by not explaining ...
      • RE: Round-up, Ashley , 15 Oct 11:16
        Hi Dave Your round up point about different teams needing different things from web analytics (and indeed your original question) is a crucial and very interesting one. Based on ...
      • Round-up, Colin Cooper, 16 Oct 16:24
        Two additional factors you need to take into account are: 1) value and profitability of both the actual sale and subsequent sales. What marketers are looking for is customers wi ...
    • The best tracking solution for online campaigns?, mark.lambert@iperceptions.com, 6 Feb 09:50
      Dave, read this with interest. Which i followed back from your later comments on online emasurement. Interested to know why these comments are made as if they are something n ...
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