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