INMA_A01.QXD

1 Operational data
Data would be ideally collected and reported within a single tool at this level, but unfor-
tunately to obtain the best reporting it is often necessary to resort to four different types
of tools/data source:

Referrer data from acquisition campaigns such as search marketing or online advertis-
ing. Separate tools are often also required for retention e-mail marketing.

Site-centric data about visitor volume and clickstream behaviour on the web site.

Customer response and profile data.

Transactional data about leads and sales which are often obtained from separate
legacy systems.

2 Tactical data
These data are typically models of required response such as:

Reach models with online audience share data for different demographic groupings

from sources such as Hitwise and Netratings.

Lifetime value models which are created to assess profitability of visitors to the site

from different sources and so need to integrate with operational data.

3 Strategic data
Performance management systems for senior managers will give the big picture pre-
sented as scorecards or dashboards showing the contribution of digital channels to the
organisation in terms of sales, revenue and profitability for different products. These
data indicate trends and relative performance within the company and to competitors
such that the Internet marketing strategy can be reviewed for effectiveness. The effi-
ciency of the processes may be indicated, through, for example, the cost of acquisition
of customers in different markets and their conversion and retention rates.

PERFORMANCE MANAGEMENT FOR INTERNET MARKETING

Figure 9.6 Different types of data within a performance management system for
Internet marketing

Referrer or

campaign

data

Operational

‘web analytics’

Tactical

Strategic

Site or

clickstream

data

Performance

management

systems

‘Management

scorecards

and dashboards’

Customer

response and

profile data

Sales

transactions

(legacy)

Audience data

(reach, characteristics,

opinions)

Lifetime

value models