1. Slide 10.1 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Chapter 10 Evaluation and improvement of digital channel performance

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

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

4. Slide 10.4 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.1 Key questions in evaluating process, metrics and tools for improving the contribution of digital marketing within an organisation

5. Slide 10.5 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.2 A summary of the performance measurement process

6. Slide 10.6 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.3 The five diagnostic categories for digital marketing measurement

7. Slide 10.7 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.4 Potential reasons for causing attrition on an e-commerce site

8. Slide 10.8 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.5 Multichannel performance scorecard example for a retailer Source: Wilson (2008)

9. Slide 10.9 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.6 Examples of different measures of visitor volume to a website

10. Slide 10.10 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.7 A framework for different measures used to evaluate and manage social media marketing. Source: Altimeter (2011) with permission (Creative commons).

11. Slide 10.11 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.8 Example of measure from Hootsuite application for measuring social media marketing

12. Slide 10.12 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.9 National Express page assessed through multivariate testing

13. Slide 10.13 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.10 Results of multivariate testing for National Express

14. Slide 10.14 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.11 Different types of data within a performance management system for Internet marketing

15. Slide 10.15 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 Figure 10.12 Differences between browser-based and server-based measurement systems

16. Slide 10.16 Chaffey et al., Digital Marketing: Strategy, Implementation and Practice, 5 th edition © Pearson Education Limited 2013 CMS capabilities Structure authoring Link management Search engine visibility Input and syndication Version control Security control Publication workflow Tracking and monitoring Navigation and visualisation