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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Web Analytics (An Hour A Day) – Chapter 9 by Avinash Kaushik

Consumed => “Web Analytics (An Hour A Day) – Chapter 9 (Month 4: Measuring Email and Multichannel Marketing)” by Avinash Kaushik.

=> Key takeaway (page 222)…

“One best-practice tip when it comes to measuring outcomes is to create goals up front for your campaigns. This seems rather obvious, but it is rarely done in most businesses. Asking for a goal is a great way to insert some discipline into the process, and of course it is a great way to measure success and identify gaps in outcomes. Even if your conversion rate is 3 percent (pretty good for certain types of email campaigns), knowing that your goal was 4 percent provides a different yardstick for declaring success.”

=> Key takeaway #2 (page 225)…

“This (web analytics tools) will help you become more knowledgeable and gain a great strategic advantage. The main reason for this is that most companies that do email campaigns measure only basic response metrics and outcome metrics, but not website effectiveness. You can easily imagine how your website could be the sole cause of reduced conversion rates and revenue if it is not delivering the experience that the customer was promised in the email (content, promotions, products, and so forth).”

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