Measuring success of your online marketing efforts is a critical, but often underutilized in many web marketing initiatives. Recently I took a survey for Jupiter Research and one of the questions got me thinking about the different metrics that companies use:
- Brand impact (i.e., increased brand awareness, intent or favorability)
- Number of impressions
- Position of paid listing
- Number of clicks
- Ratio of new to returning visitors
- Amount of increased website traffic
- Duration of website visits
- Amount of increased traffic to physical store
- Amount of increased volume to call center
- Number of leads generated for products sold online
- Number of leads generated for products sold offline
- Number of immediate sales generated for products sold online
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