eMARKETING METRICS
| Simple, reach-driven | Behavior- and cost-driven | Attitudinal and longer term | Multi- and crossmedia influences | Perception and engagement | |
| Insight | Number of consumers reached | Effectiveness of spend on direct action | How consumers’ opinions are influenced by marketing | Sales/awareness driven by specific channel investment | Longer term, more all-around view of consumer |
| Very basic insight into actions driven by marketing | Proxies for loyalty | Influence of channels on each other and together | |||
| Tools | Google Analytics Coremetrics Omniture Unica Visual Sciences WebTrends Responsys ClickTracks Yahoo!’s Search Management Site Meter |
Google Analytics Coremetrics Omniture Unica Visual Sciences WebTrends Responsys ClickTracks |
ForeSee Results CRM Metrix TNS/Cymfony IRI, Inc. Dynamic Logic Millward Brown BuzzMetrics MotiveQuest Interview Survey |
Marketing Evolution Marketing Management Analytics (MMA) iKnowtion Knowledge Networks Brand Finance (UK) |
NetPromoter WebTrends TNS/Cymfony Omniture Bazaarvoice UGENmedia BuzzMetrics |
| Example Metrics | Ad click-throughs Email opens Ad impressions Unique visitors Single access ratio Registrations |
Single Access Ratio Cost per click Cost per keyword Cost per action |
Brand perceptions Purchase intent Awareness Recency Frequency Retention |
Return on marketing investment (ROMO) Marketing mix modeling ROI Customer lifetime value |
Sentiment on blogs, forums Consumer attitudes Word of mouth Level of interaction |