slide 10.1 chaffey et al., digital marketing: strategy, implementation and practice, 5 th edition ©...
TRANSCRIPT
![Page 1: Slide 10.1 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Chapter 10 Evaluation](https://reader035.vdocuments.net/reader035/viewer/2022081503/56649d9f5503460f94a8a7bc/html5/thumbnails/1.jpg)
Slide 10.1
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Chapter 10
Evaluation and improvement ofdigital channel performance
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Slide 10.2
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Learning objectives
• Understand terms and tools used to measure and improve digital marketing effectiveness
• Develop an appropriate process to collect measures for digital marketing effectiveness
• Identify the activities when managing an online presence.
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Slide 10.3
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Questions for marketers
• How do I measure and improve the effectiveness of digital marketing?
• How much resource do I put into managing and improving the site?
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Slide 10.4
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.1 Key questions in evaluating process, metrics and tools for improving the contribution of digital marketing within an organisation
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Slide 10.5
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.2 A summary of the performance measurement process
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Slide 10.6
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.3 The five diagnostic categories for digital marketing measurement
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Slide 10.7
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.4 Potential reasons for causing attrition on an e-commerce site
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Slide 10.8
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.5 Multichannel performance scorecard example for a retailerSource: Wilson (2008)
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Slide 10.9
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.6 Examples of different measures of visitor volume to a website
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Slide 10.10
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.7 A framework for different measures used to evaluate and manage social media marketing.Source: Altimeter (2011) with permission (Creative commons).
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Slide 10.11
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.8 Example of measure from Hootsuite application for measuring social media marketing
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Slide 10.12
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.9 National Express page assessed through multivariate testing
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Slide 10.13
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.10 Results of multivariate testing for National Express
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Slide 10.14
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.11 Different types of data within a performance management system for Internet marketing
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Slide 10.15
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Figure 10.12 Differences between browser-based and server-based measurement systems
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Slide 10.16
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
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