The Four Dimensions Of Web Analytics Marketing Metrics

It is one of the banes of businesses everywhere

, and sometimes the death of a perfectly good business. One conundrum about working in an organization which is large and highly specialized is that some people won't understand the functions of others. If a manager comes in that doesn't understand the function of your department, there is a substantial likelihood that your department will be seen as useless, and cut.

Sometimes this conundrum applies to web analytics. Sometimes, it applies to marketing as a whole! Those who are used to old-style marketing, where the money is just thrown out there and ROI is never gauged because it simply isn't possible, will often not see the business value of web analytics as part of a broader strategy, either in-house or from an online marketing agency. In some cases, there are managers around who believe that marketing is a one-time activity, and there is no ongoing value in consistently creating campaigns. Today we look at the four marketing performance management metrics that your web analytics and your broader marketing campaigns should measure up well against for long-term justifiability.

First dimension: Marketing scheduling

Is the administration of marketing campaigns running on time? More importantly, if your web analytics or other marketing services are running behind, not executing campaigns or delivering information in a timely fashion ... why not? Manage both your internal marketing team and your external service providers through metrics relating to timeliness of delivery to keep the programs viable.

Second dimension: Overall effectiveness

This is where web analytics becomes a vital part of the broader marketing strategy. The tractability of the internet has provided advertisers with unprecedented information about customer response to campaigns and branding in general. To keep the entire marketing program viable, analytics are a hugely important component. Where you can, try to create web-based elements to all marketing campaigns - put internet addresses in your print ads for offer fulfillment, etc. This ensures both the value of marketing in general and web analytics themselves are clearly visible.

Third dimension: Broader business metrics

Here we are talking about ROI for the business - both tangible and intangible. Look to quantify consumer sentiment about your brand, as well as simply crunching the numbers to see how much cash a particular campaign or program brought it. Internet marketing offers a huge array of ways to track consumer sentiment, through web analytics, social media, and surveys.

Fourth dimension: Customer metrics

Don't forget the most important element of your business! Here is another area of marketing performance assessment where web analytics really pay themselves off, especially if you do a substantial portion of your business through e-commerce. Track things like products per customer, net-adds, customer profitability, satisfaction ratings and value over the customer's lifetime. Ask your online marketing agency to help you do this through web analytics, if necessary.

by: Gregory Smyth

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