Evaluation of Digital Performance (10)

Question 1

What are the 4 barriers to creating a performance management system

Answer 1

1) Not seen as a priority, wrong outcome targeted
2) Unclear responsibilities of those involved
3) Resourcing issues
4) Data problems

Question 2

What are the 4 key stages of a measurement process

Answer 2

1) Goal Setting
2) Performance Measurement
3) Performance diagnostics
4) Corrective action

Question 3

What is the 5 step framework of channel performance measures

Answer 3

1) Business contribution (revenue, profits)
2) Marketing outcomes (Sales, leads, conversion and retention)
3) Customer satisfaction (usability, performance, opinions)
4) Customer behaviour (web analytics)
5) Site promotion (Attraction efficency, CPA, Se visibility)

Question 4

What are the 5 techniques of collecting online metrics and results data

Answer 4

1) Web analytics
2) AB and multivariate testing
3) Clickstream analysis and visitor segmentation (forward and reverse path / first time visitors, where from - sites and geographically)
4) Strategic Data
5) Marketing research (Social, surveys, focus groups)