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Nur aqilah binti zainudin2014416824D2 bm240 3b
CHAPTER 8
EVALUATION AND IMPROVEMENT OF DIGITAL CHANNEL
PERFORMACE
Course OUTLINE
8.1 Performance management
for digital channels
8.2 Site management process
8.3 Responsibilities in website
maintenance
INTRODUCTION
The importance of defining an appropriate approach to measurement and improvement is such that the term WEB ANALYTICS has developed to describe this the digital marketing activity.
Analytics association definition of web analytics is WEB ANALYTICS is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage.
Performance management of digital channels
Performance management
systemA process used to
evaluate and improve the
efficiency and effectiveness of an organisation and
its process.
Performance measurement
system
The process by which metrics
defined , collected, disseminated and
actioned.
Digital marketing metrics
indicates the effectiveness of digital
marketing activities integrated across
different channels and platforms in meeting
customer, business and marketing objectives
THE PERFORMANCE MANAGEMENT
Performance management extends this definition to the process of analysis and actioning change in order to drive business performance
and returns.Online marketers can apply many of the approaches of business
performance management to digital marketing.
Effectiveness
Efficiency
Meeting process , delivering the required outputs and outcomes,
“doing the right thing”
Minimising resources or time needed to complete a process
“doing the thing right”
*Measure through the contribution of digital marketing in different level:
I. Strategic control
II. Profitability control
III. Annual plan control
IV. Efficiency control
STAGE 2: DEFINING THE PERFORMANCE METRICS FRAMEWORK
Figure 10.3 The five diagnostic categories for digital marketing measurement
CHANNEL PROMOTION
Measures that access why customers visit a site- which
adverts they have seen, which site they have been
referred from.
Referrer : the site that visitor previously visited before
following the link
KEY MEASURES: Percentage of all
referrals or sales Cost-per-acquisition
(CPA) or cost-per-sale (CPS)
Contribution to sales or other outcomes.
CHANNEL BUYER BEHAVIOR
Once customers have been attracted to the site we can monitor content
accessed, when they visit and how long they stay,
and whether this interaction with content
leads to satisfactory marketing outcomes such
as new leads or sales.
Customer satisfaction with the online experience is vital in achieving the desired channel outcomes.
Online methods such as online questionnaires, focus groups and interviews can be used to assess customers’ opinions of the website content and customer service and how it has affected overall perception of brand.
*.
Channel outcomes Is a record of customer actions as a consequence of a visit to a site. Conversion rate: percentage of site visitors who perform a particular action
such as making a purchase Key marketing outcomes:
- registration to site or subscription to an e-mail newsletter.
- request for a call back from a customer services representative.
- responding to a promotion such as online competition
- a sale on site.
Channel satisfaction
Multichannel evaluation
Channel profitability
A contribution to business profitability is always the ultimate aim of e-commerce to assess the leading companies set an internet contribution target of achieving a certain proportion of sales via the channel.
The framework have presented in this chapter are explained in the context of an individual channel has been contribution of channel highlighted as percentage sales or profitability
STAGE 3 :tools and techniques for collecting metrics and summarising results
Organizations need to select the most appropriate tools for collecting and
reporting metrics which meet requirements such as reporting of marketing performance, accuracy,
analysis and visualisatio tools, integration with other marketing
information systems
Multichannel performance scorecard example for a retailer
Multivariate TestingMultivariate testing is a more sophisticated form of AB testing which enables simultaneous testing of pages for different combinations of
page elements that are being tested.This enables selection of the most effective combination of design
elements to achieve the desired goal.
Collecting site-visitor activity dataSite-visitor activity data is information on content and services accessed
by e-commerce site visitors.It’s also captured in web analytics systems records the number of
visitors on the site and the paths or click streams they take through the site as they visit different content.
Design For Analysis (DFA)DFA is the required measures from a site are considered during design
to better understand the audience of a site and their decision points.
SELECTING A WEB ANALYTICAL TOOL
1. Integration with other data sources
2. Accuracy3. Media attribution
4. Visualisation5. Customisation facilities
6. Support service7. Privacy consideration
VISITOR SEGMENTATION
CLICK SYSTEM ANALYSIS AND
VISITOR SEGMENTATION
PATH ANALYSIS
ON-SITE SEARCH EFFECTIVENESS
STRATEGIC DATA
Performance management systems for senior managers will give the big picture presented as scorecards or dashboards showing trends in contribution of digital channels to the organization in terms of sales, revenue and profitability for different products.
An example of the output reporting from a web analytics service is shown in Figure 10.11 below.
Marketing research using
the internet
1. Website feedback tools.
2. Site user intent satisfaction survey
3. Crowdsourcing product opinion software
4. Simple page or concept feedback tools
5. General online survey tools
Marketing research using
the internet
1. Encouraging participation
2. Stage in execution
3. design
Write
Review
Correct
Publish ( to test environment)
Test
Publish (to live environment)
SITE MANAGEMENT PROCESS
*First should overall process for agreeing new site content and updating the site.
*Is a all interest party such as those within the marketing department and the sites developers.
*All these people should have an input in deciding on the process for updating the website..
*The process will specify responsibilities for different aspects of site management and detail the sequence in which task occur for updating the site.
WHO OWNS THE PROCESS?
RESPONSIBILITIES FOR SITE MANAGEMENT
• For a medium to large site where the content is updated regularly, as it should be, it will soon become impossible for one person to update all the content.
• It is logical and practical to distribute the responsibility for owning and developing different sections of the site to the people in an organisation who have the best skills and knowledge to develop that content.
• Eg. In a large financial services company, the part of the business responsible for a certain product area should update the copy referring to their products.
Who owns the content?
Who owns the format?The format refers to different aspects of the design and layout of the site, commonly referred to as its ‘look and feel’.The key aim is consistency of format across the whole website. Quality of the site and customer experience will be :
- the site will be easier to use.
- the design elements of the site will be similar
- the corporate image and branding will be consistent with real-world branding.
The technology u Ed to publish a website is important if a company is to utilize fully the power of the internet.
Many standards (site structure, navigation, copy style and page structure, testing standards, corporate branding, process and performance) need to be managed in addition to the technology.
*The website need to better in:
- availability and performance of website server.
- checking HTML for validity and correcting broken links.
- managing different version of web pages in the test and live environment and content mangement.
Who owns the technology?
Content Management System (CMS) is a computer program that allows publishing, editing and
modifying content as well as maintenance from a central interface. Such systems of content management provide
procedures to manage workflow in a collaborative environment
Structure authoring
Link management
Search engine visibility
Input and syndication
Versioning
Security and access control
Publication workflow
Tracking and monitoring
Navigation and visualisation