Createtraffic Catalog

Measurement Means So Much

Plenty of marketing cowboys would prefer to ignore it and just shoot from the hip (we'd like to Use the force Luke too if only it were that simple). But we're going to dive in and bring you the best bits so you learn to love measurement as much as we do. And just remember - even though we're going to touch on web analytics and statistics, don't be lulled into thinking that you can leave this for the resident geek on your team. Measurement is for marketing managers. It's whats going to save your neck in the end. But it's also for business strategists. It's going to help you develop your market position and anticipate trends.

We'll be sure to comment on the basic purpose of online marketing measurement - optimizing site behaviors, conversion and ROI (they're not the same things). But we'll also branch out to the major challenges facing marketers, such as offline-online integration: is it even practical to try to correlate the ecommerce transaction and the POS transaction (hint: yes, and you'll end up with a better understanding of the interaction between the online and offline worlds). And what about PR? Can you measure the impact if there's no sale attached? How abut SEO programming - how do you measure its worth? Going even further out, in the world of Viral Marketing, can Social Networking or Word-Of-Mouth success be quantified?

Don't forget about user satisfaction, retention and loyalty.

And one last thing. We'll talk to the geeks too. What are the challenges with integrating raw data that is captured through web analytics? How does web server performance impact marketing performance? What rules are the norm for cookie expiration and what is the impact of various survival rules?