Chapter 14 Measuring & Evaluating Web Marketing Programs

Chapter 14 Measuring and Evaluating Web Marketing Programs

This chapter covers the following objectives:

* Discuss the various types of Internet marketing metrics that are available

* Explain the importance of usability testing

* Identify the reasons why traffic and audience measurement are a central issue in Internet marketing

* Understand the process of collecting data from server requests log files, tagged pages, and user panels

* Define key traffic, audience and campaign metrics and the purpose or each

* Discuss the role of objectives and key performance indicators in the identification and use of metrics

* Discuss the importance of segmentation to an understanding of visitor activity