Slide 10.

Chapter 10

Evaluation and improvement of

digital channel performance

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.2

Learning objectives

• Understand terms and tools used to measure

and improve digital marketing effectiveness
• Develop an appropriate process to collect
measures for digital marketing effectiveness
• Identify the activities when managing an online
presence.

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.3

Questions for marketers

• How do I measure and improve the

effectiveness of digital marketing?
• How much resource do I put into managing and
improving the site?

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.4

Key questions in evaluating process, metrics and tools for improving the
Figure 10.1
contribution of digital marketing within an organisation

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.5

Figure 10.2 A summary of the performance measurement process

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.6

Figure 10.3 The five diagnostic categories for digital marketing measurement

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.7

Figure 10.4 Potential reasons for causing attrition on an e-commerce site

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.8

Figure 10.5 Multichannel performance scorecard example for a retailer

Source: Wilson (2008)

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.9

Figure 10.6 Examples of different measures of visitor volume to a website

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.10

A framework for different measures used to evaluate and manage social media
Figure 10.7
marketing.
Source: Altimeter (2011) with permission (Creative commons).

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.11

Example of measure from Hootsuite application for measuring social

Figure 10.8
media marketing
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.12

Figure 10.9 National Express page assessed through multivariate testing

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.13

Figure 10.10 Results of multivariate testing for National Express

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.14

Different types of data within a performance management system for Internet

Figure 10.11
marketing
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.15

Figure 10.12 Differences between browser-based and server-based measurement

systems
Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013
Slide 10.16

CMS capabilities

• Structure authoring
• Link management
• Search engine visibility
• Input and syndication
• Version control
• Security control
• Publication workflow
• Tracking and monitoring
• Navigation and visualisation

Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5th edition © Pearson Education Limited 2013