How do you measure the performance and effectiveness of web marketing? [electronic resource] / Jim Sterne.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Online advertising: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (51 min.) : color, sound)Subject(s): Internet advertising | Internet marketing | PerformanceOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Legacy metrics -- A short history of web analytics -- Server capacity -- Server logs -- Data -- Marketing optimization metrics -- Measuring what you don't control -- Reputation management -- Competitive analysis -- Web metrics potential -- Customer data potential -- Extending web analytics to marketing optimization -- Using web data to manage the business.
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Mode of access: World Wide Web.