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Let’s take a first look at the branch of Marketing Analytics known as Digital Marketing Metrics (or Web Metrics), which sit within the category of Sales Metrics (see earlier posts here and here). That is, they relate specifically to sales, and their measurement and improvement leads to increased sales revenue for the business. They are also a kind of Dynamic Metric: one which is likely to change significantly in a short timeframe (within one month or less), and one which can be significantly impacted in the short term by actions the company can take now. For example, making small tweaks to the customer journey through the website may increase additional purchases, or shortening the number of steps, and hence time to checkout reducing cart abandonments, and so on. [Read more…] about Digital Marketing (Web) Metrics

Descriptive customer or marketing analytics are a way of linking the customer or the market to the business through information or data, specifically the kinds of useful data the business will require to allow it to make effective actionable decisions. The focus of descriptive analytics is always on what happened (and why it happened), and on the behaviour of the customer or market.

There are three kinds of descriptive analytics, each being used in a different kind of situation, or where the kind of decision management wishes to make varies. [Read more…] about Descriptive Customer or Marketing Analytics