Measuring Online Marketing's Effectiveness The Systematic Way

Without a systematic way of measuring digital marketing results, marketers may end up with one-dimensional data, or worse, swimming in it. This paper explains: digital marketing: setting a baseline; and digital optimization. Measurement falls into two main categories, qualitative or quantitative. Qualitative measurement addresses questions such as the branding impact of online marketing, whether users are reacting positively or negatively to it and what customers are saying after trying your products or visiting the site. A common mistake for most is to start from step three and move backwards. The problem with this starting point is that when you begin to compare tactic-to-tactic and page-to-page, the sheer volume of data becomes overwhelming.