Abstract
Measuring without an analytic framework is a pointless exercise: the AIDA model allows the objectives targeted by digital marketing and its effectiveness to be articulated.
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Notes
Eckerson, W. (2006) Performance Dashboards, Wiley.
For more information, see www.netpromoter.com. We will critically reconsider this KPI later on.
Kaushik, A. (2009) Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, John Wiley & Sons.
Belvaux, B. and Florès, L. (2010) “The use of web proxies for predicting markets: an application to the film market,” Decisions Marketing, 57: 9–18.
Google Analytics provides benchmarks, which are of course only a relative value, since it is difficult to know how they are calculated (which specific sites are aggregated). But they are still useful, especially over time. Interactive agencies must also be able to guide their clients on the subject.
KISSmetrics (2011) The 2011 Web Analytics Review, http://blog.kissmetrics.com/2011-web-analytics-review/?wide=1.
We refer the reader to Chapter 1, where the concepts of efficiency and effectiveness in regard to the objectives of a campaign are defined.
Definitions given by the Internet Advertising Bureau (IAB).
Hollis, N. (2005) “Ten years of learning of how online advertising builds brands,” Journal of Advertising Research, June, pp. 255–68.
For further information on the life sampling methodology, see www.safecount.net.
For example: www.metrixlab.com/solutions/brand-media-advertisingresearch/cross-media-optimization.
For further information, see the IAB report at www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-080510.
Florès, L. and Volle, P. (2005) “Relationship potential and brand website impact on marketing performance”, Decisions Marketing, special issue on marketing performance, 40: 39–50.
For further information, see www.journaldunet.com/ebusiness/marques-sites/dossier/071005-barometre-sites-corporate/.
The concept of the six dimensions of the effectiveness of a website was developed by CRM Metrix.
The ROPO concept, research online, purchase offline, highlights the impact of visits to a site on in-store sales. We return to this topic with examples for measuring the owned media impact of websites. For more information, see www.iabfrance.com/?go=edito&eid=1.
For a review, see Keller, E. and Berry, J. (2003) The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy, Free Press.
For further information, see www.netpromoter.com.
See, for example, Keiningham, T., Cooil, B., Andreassen, T.W. and Aksoy, L. (2007) “A longitudinal examination of net promoter and firm revenue growth,” Journal of Marketing, 71(3): 39–51.
www.wfanet.org, December 2011.
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© 2014 Laurent Florès
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Florès, L. (2014). The different types of metrics and KPIs available: “quantitative” vs. “qualitative”. In: How to Measure Digital Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9781137340696_3
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DOI: https://doi.org/10.1057/9781137340696_3
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