Goal setting and evaluation

Efficiency and effectiveness definition & explanation I think many would think efficiency and effectiveness are similar terms for measures. If so, think again, since you really need both types of measures when identifying the most suitable goals and measures to assess your marketing or business effectiveness. It’s fine to say the difference doesn’t matter especially, but

Examples of using vision statements to give focus to your digital marketing I believe that developing a specific vision or mission statement for your digital channels can really help explain the need for sufficient investment in digital marketing within a company. They also show where your focus should be. So in this post I look at

5 types of tools for a more customer-centred website and brand Web analytics tools such as Google Analytics are used by nearly every company since they provide valuable quantitative data on site visitor behaviour. No surprise there. But web analytics systems don’t give direct qualitative feedback from site visitors and customers and the surprise to me, is

Set the right goals for digital marketing using the 5Ss Do your set of goals for online marketing cover all the bases? A good set of digital marketing goals covers a range of different measures to help set, review and control performance across all digital marketing activities. The 5Ss of digital marketing is a good, simple starting point

Burberry case study I’ve shown how many of the leading brands who use digital media successfully have clear statements of their vision for digital media to transform their brand and using BHAG to support these. Increasingly, these statements show how community and social media are important to support this transformation. I think this is a really good example

Goal-setting advice best practice for digital marketing I find when reviewing online marketing strategies in student assignments or real-world live assignments that the different aspects of strategy often aren’t well integrated. Although online marketing strategies are usually well structured into the SOSTAC® structure featured in our online marketing strategy template, the sections aren’t often well related. It’s

wherever in the world you are… We’re about to take a bit of a break, so we thought we’d say “Hope you enjoy your break”. I’d also like to say a big “thanks” to all who have shared ideas on marketing better through posts, comments and shares over the year. We’re looking forward to sharing more of

We’ve all seen those lists of the world’s ‘Top 10 converting websites’ &  thought ‘what could I do to get my site to those stratospheric levels?’. This post explains why you probably wouldn’t want your site to be on one of those lists, and how you can change ‘conversion rate’ from a not-very-useful-at-all metric into a

Using the 4Ps of the marketing mix to give context to decision makers Most web analytics departments in large companies are now using data to report on their online marketing performance. Navigational patterns, conversion funnels, and marketing channels have come to be the focus of most of these reports. But what happens after these analyses are distributed?

When we discuss goal-setting and measurement for Internet marketing and Ecommerce it’s all too easy to start reviewing nitty-gritty measures from analytics like bounce rates, conversion rates and average order-value. But if you do this, you fail to capture the big picture and create a long-term vision of how the Internet and other digital channels can

5 types of tools for a more customer-centred website and brand Web analytics tools such as Google Analytics are used by nearly every company since they provide valuable quantitative data on site visitor behaviour. No surprise there. But web analytics …..

Burberry case study I’ve shown how many of the leading brands who use digital media successfully have clear statements of their vision for digital media to transform their brand and using BHAG to support these. Increasingly, these statements show how community …..

wherever in the world you are… We’re about to take a bit of a break, so we thought we’d say “Hope you enjoy your break”. I’d also like to say a big “thanks” to all who have shared ideas on …..

Using the 4Ps of the marketing mix to give context to decision makers Most web analytics departments in large companies are now using data to report on their online marketing performance. Navigational patterns, conversion funnels, and marketing channels have come …..

Using the Geckoboard Business Dashboard for marketing Value rating: Recommended link: http://www.geckoboard.com/ Update – see Geckofuel Since we published the post we have had some feedback that Geckoboard looks useful, but doesn’t support social follower counts. Well it does, but …..

5 types of tools for a more customer-centred website and brand Web analytics tools such as Google Analytics are used by nearly every company since they provide valuable quantitative data on site visitor behaviour. No surprise there. But web analytics …..