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Integrated Online Marketing and measurement / analytics

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Subject:  Integrated Online Marketing and measurement / analytics Dave Chaffey
Author:   dchaffey:   view profile | all posts by this author | add to favourites
Date:   22:35:31 4 February 2004
 
Integrated online marketing campaign metrics/tools

I am going to violently agree with the two previous posts too.

Following up on Jim's list of systems. If we're talking customer acquisition (and the two previous posts are wider than acquisition) its still a challenge understanding the cost/effectiveness of different referral sources i.e. what is relative cost of visitor/customer acquistion between different search engines/keywords, affiliates, rented e-mail lists, online ads, etc.

However, I was surprised about the number of offerings available from vendors which give an integrated view to evaluate effectiveness of online acquisition tools as listed in this thread:
>> http://www.e-consultancy.com/forum/100356-the-best-tracking-solution-for-online-campaigns.html
 
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  • Integrated Online Marketing and measurement / analytics, Ashley , 4 Feb 11:56
    From all that we see, and those we talk to, measurement and analytics is an increasingly hot topic. Not really surprising as we all seek to maximise ROI. However, increasingly the ...
    • Integrated Online Marketing and measurement / analytics, Jim Sterne, 4 Feb 15:45
      First of all, Ashely and I are in violent agreement here. But rather than posting a "Yeah, what he said" message, let me add the transitional component. In an ideal world, all t ...
    • Integrated Online Marketing and measurement / analytics, Obi Felten, 5 Feb 12:01
      Fully agree with Ashley that a customer-centric view is the ultimate goal. Direct retailers have had the concept of customer lifetime value for years, but it is now slowly filterin ...
      • Integrated Online Marketing and measurement / analytics, Ed Lamb, 6 Feb 12:30
        I agree with Obi's two challenges that retailers are grappling with. Regarding your second point about customers moving between channels for researching a product and then buyin ...
      • "Free traffic", NeilM, 8 Feb 20:32
        Yes, I also see that a number of major retailers have “free traffic” but I think that this is only inevitable. Big brands can use their equity to acquire traffic at relatively lowe ...
    • Integrated Online Marketing and measurement / analytics, NeilM, 8 Feb 20:17
      I completely agree with a “customer centric” approach and this is where I think that web analytics is ultimately headed. I don’t think that there is a single system on the market w ...
      • Measuring online driving offline sales, Obi Felten, 3 Mar 15:27
        I came across a good article by ex Philips marketer on tactics/measurement methods of how measuring the effect of online marketing on offline sales. Excerpt below, link to full ...
        • Measuring online driving offline sales, Jim Sterne, 3 Mar 16:04
          On 15:27:31 3 March 2004 Obi Felten wrote: >I came across a good article by ex Philips marketer on >tactics/measurement methods of how measuring the effect of >online marketing ...
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