INMA_A01.QXD

Cartellieri, C., Parsons, A., Rao, V. and Zeisser, M. (1997) The real impact of Internet advertis- ing,McKinsey Quarterly, No. 3 ...

PRCA (2005) Website definition of PR. The Public Relationships Consultants Association, http://www.prca.org.uk. Ranchhod, A., Gu ...

E-mail-related links
Direct Marketing Association UK (www.dma.org.uk). Best practice guidelines and bench- marks of response r ...

Learning objectives After reading this chapter, the reader should be able to:
Identify the tasks necessary when managing an on ...

Companies that have a successful approach to online marketing often seem to share a common characteristic. They attach great imp ...

improvement measures and purchasing the right tools and the management processes such as putting in place a process where staff ...

companies, developing or introducing a more comprehensive measurement system and enhancing analysis capabilities to establish wh ...

through information on process effectivenessand efficiencyas introduced in Chapter 4 in the section on objective setting, where ...

In an Internet marketing context, corrective action is the implementation of these solutions as updates to web site content, des ...

(d) The framework must be flexible enough to be applied to different forms of online presence, whether business-to-consumer, bus ...

they typed into search engines when trying to locate product information. Promotion is successful if traffic is generated that m ...

A widely used method of assessing channel outcomes is to review the conversion rate, which gives an indication of the percentage ...

Stage 3: Tools and techniques for collecting metrics and summarising results Techniques to collect metrics include the collectio ...

Pages per visit (PPV) – the average number of pages viewed per visitor to a site (this is indicative of engagement with a site ...

Collecting site outcome data ‘Site outcome data’ refers to a customer performing a significant action which is of value to the m ...

1 Operational data Data would be ideally collected and reported within a single tool at this level, but unfor- tunately to obtai ...

So, an important requirement of a web analytics tool is that it should seek to integrate all these different data sources. The o ...

A relatively new approach to the problems of undercounting and overcounting of server-based log file analysis described in Table ...

An example of the output reporting from a web analytics service is shown in Figure 9.8. Marketing research using the Internet Ma ...

This type of measurement will use the traditional techniques of survey-based market- ing research, which seek to collect primary ...