Deck 18: Measuring and Evaluating Digital Marketing Programs

Question 1

The term "metrics" is commonly used by digital marketers. Explain your understanding of the meaning of the term.

Answer 1

Evaluating the performance and effectiveness of any website is strategically important for making the experience of customers satisfactory.
Metrics are used to measure the performance of business and site both. By measuring the performance data can be collected through which the success of marketing programs could be judged. It helps to manage the marketing activity over the internet.
Metrics provides the following functions;
1. Maintaining the customer database for an enterprise.
2. Aggregating user data into metrics of the site.
3. Reporting platforms provided. In other words, platforms to form and evaluate report of business is provided with the help of metrics.
4. It helps to furnish the report according to the day scheduled or when demand is being made.
Some of the common examples of metrics that is produced for marketers are;
1. Calculating the number of visits of customers.
2. Calculating the number of new visitors, per visit views, etc.

Question 2

Internet marketers need to decide whether they will conduct measurement from a visitor usability perspective or from a traffic and audience measurement perspective. Defend your answer.

Answer 2

Internet marketing refers to a form of advertising in which advertisers use Internet to deliver their marketing and promotional messages to the consumers. Internet marketing is also known as digital advertising or online advertising. Examples of internet marketing includes, display ads, search engine result pages, email notifications, etc.
The given statement is false because internet marketers should use measurement from both visitor usability and traffic and audience measurement perspective. The visitor usability perspective allows the marketers to measure whether the website is providing users satisfactory experience. The traffic and audience perspective allows the marketers to measure the output of the systems put in place under Internet marketing. Both the perspectives are critical to the Internet marketers and hence should be used to measure the prespecified goals.

Question 3

The webmaster and the marketer use the same metrics when assessing website effectiveness.

Answer 3

Internet marketer is interested in promoting a brand, acquiring and retaining customers, and increasing sales revenues over the internet. A webmaster, on the other hand is responsible for maintaining a website, ensure that the web server, associated hardware and software are properly installed and operating soundly. Some fringe responsibilities of webmaster also include search engine optimization and website optimization.
Both, an internet marketer and webmaster may use same data such as number of web page views, time spent on each page, number of visitors at a time, etc. but for different purposes. Webmaster is interested in the efficiency of the website, while internet marketer is interested in understanding the visitors to the website.

Question 4

What are the uses of tagged web pages and cookies in the collection of website effectiveness data? In what other contexts have you seen tags discussed in this text?

Question 5

What are some of the specific metrics that measure traffic, audiences, and campaigns? Which ones do you think are most important?

Question 6

Why do you think Google Analytics is so popular? Can you think of any other indicators of popularity besides the number of sites and blogs that use it?

Question 7

How should the marketer go about choosing the right metrics to measure website or campaign effectiveness?

Question 8

What role do SMART objectives play in establishing and using metrics?

Question 9

What is the meaning and importance of the term "KPI"?

Question 10

What is the critical difference between website metrics and mobile metrics?

Question 11

Why is it necessary for mobile apps to have a separate set of metrics?

Question 12

Why is it necessary to measure video marketing separately from the website, blog, or social platform on which the video is embedded?

Question 13

What are the chief metrics used to measure video marketing success?

Question 14

The small website or blog does not have to worry much about fraudulent metrics.

Question 15

Do you believe that most commercial websites are using metrics to improve customer experience and enhance marketing effectiveness? Do you have any personal experiences that support your view?