ResourceBlog Article: Digital Marketing Metrics: Making the Most of What you Measure

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Tuesday, 9th June 2009

Digital Marketing Metrics: Making the Most of What you Measure

The current economy is putting pressure on marketers to be more accountable and better focus their budgets. Due to continued growth in online media and its perceived measurability, more spend is shifting to digital marketing. In fact, more than 70 percent of marketers expect to increase digital marketing spending in 2009 at the expense of more traditional media like print and television. Over a third of these marketers, however, are struggling to quantify the value of online spend. And they recognize that they could be doing a better job of converting site visits into leads or customers.

Many marketers are relying on basic Web traffic metrics such as “page views” and “unique visitors” to measure the success of their online marketing. Unfortunately, such metrics are highly correlated with spend and tend to be self-fulfilling—that is, the more you spend the better the numbers may look. Furthermore, these traffic-oriented metrics leave unanswered the more fundamental questions of the effectiveness and economic value generated through online efforts.

Source: Deloitte LLP

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