The document discusses web site maintenance and measuring internet marketing effectiveness. It outlines the maintenance process which includes writing content, reviewing for errors, correcting issues, publishing updated content, and testing. It also discusses responsibilities in maintenance like who owns each part of the process. Measuring effectiveness is done at three levels - business, marketing, and internet marketing. Various metrics are proposed for each level like revenue, leads generated, customer satisfaction. Both online and offline methods are suggested for collecting metric data.

1. By-
Pankaj Kumar
Department of Management Studies
Pondicherry University

2. Objectives
 The maintenance Process
 Measuring internet marketing effectiveness
 Measuring the flow effect
 Responsibilities in web site maintenance

3. Web Document Review & Update
Process
Write
Publish Review
Test Correct
Publish
W
hen,who?
How, who, what?
How?
How?
How, who, what?

4. The Maintenance Process
 Write – This stage involves writing the marketing
copy, designing the layout of copy and associated
images
 Review – check for errors before document is
published
 Correct – updating results of stage 2
 Publish – putting the corrected copy on a web
page that can be checked further
 Test – final test is performed for technical issues
 Publish – published to the main web site

5. Updating Material
 Within two days of a factual error being
identified
 A new ‘news’ item is added at least once a
month
 When product information has been static for
two months

6. Responsibilities in Web Site
Maintenance
The questions to ask are:
 Who owns the process?
 Who owns the content?
 Who owns the format?
 Who owns the technology?

7. Standard Details Applies to
Site structure Will specify the main areas of the site, e.g.
products, customer service, press releases,
responsibilities
Content developers
Navigation Main menu on the left, home button must be
accessible from everywhere
Web site
designer.webmaster
usually achieve these
through site templates
Copy style General guidelines, product specifications,
digestibility on screen
Individual content
developers
Testing standards Check site functions for:
•Different browser types and versions
•Plug-ins, individual links
•Speed of download of graphics
•Spellcheck each page
Web site
designer/webmaster
Corporate branding &
graphic design
Specifies the appearance of company logos and
the colors and typefaces used to convey the
brand message
Web site
designer/webmaster
Process The sequence of events for publishing a new
page or updating an existing page
all
Performance Availability and download speed figures
Web site standards

8. Measuring Internet Marketing
Effectiveness
 Are corporate objectives identified in the Internet
marketing strategy being met?
 Are marketing objectives defined in the internet
marketing strategy and plan achieved?
 Are marketing communications objectives
identified in the internet marketing plan achieved?
How effective are the different promotional
techniques used to attract visitors to a site?

9. Creating a Measurement Process
 Highlighting the need for metrics
 Identifying metrics (SMART)
 Specific
 Measurable
 Actionable
 Relevant
 Timely
 Introducing techniques to collect metrics and
summarize results
 Reviewing the metrics
 Acting on the results

10. Which Measures to Use
 Level 1: Business effectiveness measures
 Level 2: Marketing effectiveness measures
 Level 3: Internet marketing effectiveness

11. Level 1: Business Effectiveness
Measures
 Direct online contribution to revenue
 Indirect online contribution to revenue
 Profitability of web site
 Return on investment (ROI)
 Operational cost reductions

12. Level 2: Marketing Effectiveness
Measures
 Customer acquisition or new leads generated by the web
site
 Sales generated directly and indirectly by the web site
 Impact on market penetration and demand
 Customer satisfaction and retention rates of clients who
use the internet, compared with those who do not
 Incremental or cross-sales achieved through the Internet
 Impact of Internet on customer satisfaction, loyalty and
brand

13. Level 2 – Internet sales
 Internet sales as proportion of all sales made
by company compared with sales by all
companies operating in the market
 Internet sales as a proportion of all internet
sales for company

14. Level 2 – Marketing costs
 Reduction in cost of promotional material
 Cost of acquiring a new customer
 Cost of developing/supporting an existing
customer relationship through time
 Also some less tangible elements such as
corporate image and brand enhancement
 Building long-term client relationships and
reducing ‘churn’ of customers

15. Level 3: Internet Marketing
Effectiveness
 Capture – how effective are we in attracting
customers to site using online and offline promotion
methods
 Content – how well are customers supported with
information and ease of use through the content and
design of the site
 Customer orientation – does the content suit its target
audience
 Community and interactivity – how well are the
customers’ needs as an individual met by providing
community facilities and establishing an interactive
dialogue

16. Level 3 - Further Elements
 Awareness efficiency – target web-users/all web-
users
 Locatability/attractability efficiency – number of
individual visits/number of seekers
 Contact efficiency – number of active
visitors/number of visits
 Conversion efficiency – number of
purchases/number of active visits
 Retention efficiency – number of
repurchases/number of purchases

17. Online Measurement Methods
 Online web metric and server log files
 Hits and page impressions (views)
 Site visits (user sessions)
 Web site auditors

18. Log File Information
 Page impressions for different parts of the site
 Page impressions broken down by different time
intervals
 Page impression by domain
 Page impression by browser type
 Referring sites
 Exit pages
 Document trails
 Average length of visit

19. Tools for Measuring Web Site
Performance
 WebTrends – www.webtrends.com
 Analog: a freeware tool –
www.statslab.cam.ac.uk/~sret1/analog
 Wusage – www.boutell.com/wusage
 Andromedia – www.andromedia.com
 I/Pro site audit – www.ipro.com
 Microsoft site analyst – www.microsoft.com
 Superstats; a basic web analyzer –
www.superstats.com
 Hitbox – www.hitbox.com
 NetOutcome – www.redeye.com

20. Measuring Individual Behavior
 Registration
 A suitable incentive – most customers will give
information if they will receive something in return
 A tacit agreement to enter into a medium to long term
agreement with customer that he or she will enter the
site again
 Trust on the part of the customer, which will be based
on his or her perception of a company’s brand and
credibility
 Cookies
 Click-tracking

21. Offline Methods of Metric Collection
Measure Measured through
Enquiries or leads Number of online e-mails
Phone calls mentioning web site
Faxed enquiries mentioning web site
Sales Online sales or sales in which customers state they found
out about the product on the web site
Conversion rate Can be calculated separately for customers who are
registered online and those who are not
Retention rates Is the ‘churn’ of customers using the web site lower?
Customer
satisfaction
Focus groups, questionnaires and interviews
Mystery shoppers
Brand enhancement Focus groups, surveys

22. Evaluation of Promotional Methods
 Unaware
 Aware
 Attitude
 Preference
 Intention
 Trial
 Repeat

23. Communication Effects
 How well does the page catch the reader’s
attention?
 How well does the page lead the reader to go
further?
 How effective is the particular appeal?
 How well does the page suggest follow
through or call to action?

24. Customer Loyalty, Satisfaction and
Brand Impact
 Online questionnaires
 Online focus groups

25. Thank You