Socius Marketing can improve website effectiveness and increase revenue by setting SMART goals and measuring key performance indicators. Three trends are identified: 1) Product 1 receives more returning visitor views than Product 2; the goal is to increase Product 2 returning views by 200 in a month. 2) Homepage views decrease Fridays; the goal is to increase Friday views by 50 over 30 days through Google and Yahoo campaigns. 3) Transactions are not well segmented; the goal is to segment 50% of transactions over 30 days to improve custom analytics. Meeting these goals through the identified KPIs should optimize the website and increase referrals.
Search Marketing is extremely cost-effective for driving traffic to your website. However, it's conversions that will have a real impact on revenue. In this webinar, we will show you best practices to increase and measure conversions, and share actionable insights to help you maximize ROI.
In Webmarketing123's webinar, 3 Easy Steps to Boost Site Conversions, you'll learn how to:
-Quantify ROI for your SEO campaign
-create goal and event tracking in Google Analytics
-Optimize lead generation forms
-Determine the most profitable traffic sources.
Are your customers finding your business online? Do you want to increase traffic to your website? Is your digital marketing plan strategic, measurable, achievable, relevant and timely? Help your customers find you online, increase traffic to your website, build your online brand | Step 1 - Review, Step 2 - Evaluation, Step 3 - Take Action | http://www.lauradunkley.com/site/digital-marketing-3-step-program
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There are currently more than 4,000 marketing technology companies worldwide, according to industry thought leader Scott Brinker. With marketers placing increasing emphasis on ROI and accountability, the solution category that focuses on cross-channel measurement and analytics is seeing explosive growth. Leading brands are investing in technology to automate campaign measurement and enhance their real-time understanding of strategies that drive marketing performance.
Join Origami Logic for an overview of the latest marketing measurement tools and techniques, and learn how these innovations will interact with your current technology stack and processes.
In this webinar, you’ll get:
- Snapshot of the fastest-growing category of marketing technology: marketing measurement and analytics
- Review of each of the major solutions in the space, and what value they provide to your business
- Guidelines for how to assess and prioritize marketing measurement investments in 2016
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
Pave the Path to Marketing Success with Forrester + Origami LogicOrigami Logic
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Guest Forrester principal analyst Jim Nail discusses results of recent research into best practices in marketing measurement. In addition, viewers will learn:
- What does it take to build a comprehensive measurement strategy today?
- Whom should marketing recruit as partners in implementing this strategy?
- What role should marketing play in leading a measurement project?
- How can other functions contribute to success?
- How can marketing leaders ensure the learning from their measurement programs will result in improved marketing performance?
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
Search Marketing is extremely cost-effective for driving traffic to your website. However, it's conversions that will have a real impact on revenue. In this webinar, we will show you best practices to increase and measure conversions, and share actionable insights to help you maximize ROI.
In Webmarketing123's webinar, 3 Easy Steps to Boost Site Conversions, you'll learn how to:
-Quantify ROI for your SEO campaign
-create goal and event tracking in Google Analytics
-Optimize lead generation forms
-Determine the most profitable traffic sources.
Are your customers finding your business online? Do you want to increase traffic to your website? Is your digital marketing plan strategic, measurable, achievable, relevant and timely? Help your customers find you online, increase traffic to your website, build your online brand | Step 1 - Review, Step 2 - Evaluation, Step 3 - Take Action | http://www.lauradunkley.com/site/digital-marketing-3-step-program
Measure Marketing Like It's 2016: A Guided Tour of the Newest Tools & TechniquesOrigami Logic
There are currently more than 4,000 marketing technology companies worldwide, according to industry thought leader Scott Brinker. With marketers placing increasing emphasis on ROI and accountability, the solution category that focuses on cross-channel measurement and analytics is seeing explosive growth. Leading brands are investing in technology to automate campaign measurement and enhance their real-time understanding of strategies that drive marketing performance.
Join Origami Logic for an overview of the latest marketing measurement tools and techniques, and learn how these innovations will interact with your current technology stack and processes.
In this webinar, you’ll get:
- Snapshot of the fastest-growing category of marketing technology: marketing measurement and analytics
- Review of each of the major solutions in the space, and what value they provide to your business
- Guidelines for how to assess and prioritize marketing measurement investments in 2016
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
Pave the Path to Marketing Success with Forrester + Origami LogicOrigami Logic
Learn how to plan and successfully deploy a measurement initiative"
Marketing faces a two-fold measurement challenge today: increasing demands to quantify the ROI of every dollar spent and a more complex array of media, channels, and touchpoints that influence consumers. This demanding situation requires sophisticated tools, a broad collection of skills, and a comprehensive approach to deliver accurate answers.
Guest Forrester principal analyst Jim Nail discusses results of recent research into best practices in marketing measurement. In addition, viewers will learn:
- What does it take to build a comprehensive measurement strategy today?
- Whom should marketing recruit as partners in implementing this strategy?
- What role should marketing play in leading a measurement project?
- How can other functions contribute to success?
- How can marketing leaders ensure the learning from their measurement programs will result in improved marketing performance?
A Crash Course, Understand Metrics vs. analytics. find the right metrics for you. Measure full funnel impact. B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era.
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Key topics in this recap video:
• Enhancing local listings with accurate information, health and safety protocols
• Incorporate health and safety messaging onto website
• Direct bookings with paid & organic Meta search
• Use Images and offers that connect with leisure travelers
• Boost website engagement with the right features
• How new strategies help to earn more revenue
Reload Media Quarterly Breakfast Series - 'Planning Your Digital for the New ...Reload Media
Presentation from the Reload Media Quarterly Breakfast held on the 25th May, 2018.
Topic:
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Speakers:
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Libby O'Brien - Head of Digital, Flight Center Travel Group
Analytics for Business Executives & MarketersBillMo
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In this Executive Education program, participants will:
Learn the lingo of the web analytics world in order to communicate with your interactive team more efficiently.
Gain a framework for identifying the right marketing metrics for an organization.
Develop a chain of effects system for connecting performance metrics to marketing inputs.
5 Marketing Strategies for Customer EngagementMarketo
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You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It allows marketers to be more efficient at their jobs and minimize wasted Web marketing dollars.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
Predictive data science will soon be a widespread strategy for business of all sizes.This guide contains the 7 most important action items that can give you clearer guidance about the tools.
Social media marketing is inarguably one of the most effective ways to segment and target specific audiences, build brand awareness, and connect with consumers and clients. Hence, this week we write on social media marketing in our ‘Social Media Success (SMS) series. The 1st part tells you the way to build a goal-oriented social media strategy.
Using Digital Content for Business development & Marketing: Embrace the Chang...VISHAL CHANDRA
#Clientengagemnt and new #leadgeneration is an essential KRA for Business Development professionals.
Marketing Trends at the end of 2020 — Are completely different than projected at the beginning of the year.
- In-person meetings are non-existent.
- Cold calling is out of the question.
- Companies are adhering to work-from-home directives,
meaning offices where customers and prospects should be,
stand empty.
- Phones go unanswered; voicemail messages unheard.
#DigitalTransformation had started few years ago but #covid has brought this change faster.
Senior business development people suddenly have found themselves being unskilled and unaware of basics of #digitalcontent management .
This short presentation discusses the problems faced by Senior Business development professionals and gives an overview of the gaps that need to be bridged. Essentials tips to upgrade and what to avoid have been highlighted.
As a venue, what do you consider to be your most valuable data? Email addresses? Zip codes? Ticket purchases? And… once you get access to this data, who does it really belong to?
Our short answer: YOU.
Like all good marketers, we ask a lot of questions. In this slideshare, we’ll take your through the tough questions concerning venue managers today and provide answers to help identify your most valuable customer data and how to use it to build long-standing relationships that drive lifetime ROI.
As a marketing director or CEO, you want good data that tells you how your Inbound Marketing program is working. However, what metrics should you be measuring?
It’s time to move beyond vanity numbers like Facebook likes and basic website traffic. In this webinar, we’ll cover:
* What the most important metrics are in your marketing program
* How to measure and analyze data
* What social media metrics are important
* How to generate consistent report for other stakeholders in your organization
* How to improve your marketing program using data
If you’re a marketing director, business owner, or CEO, you’ll leave this session with a clear understanding of exactly how to measure the success of your Inbound Marketing program.
Webinar top tips for driving growth for your businessMilestone Inc
Milestone’s experts Tammie Carlisle, Head of Hospitality and Lauren Polinsky, Director of Solutions - Hospitality, discussed growth strategies and take-back key learning.
Key topics in this recap video:
• Enhancing local listings with accurate information, health and safety protocols
• Incorporate health and safety messaging onto website
• Direct bookings with paid & organic Meta search
• Use Images and offers that connect with leisure travelers
• Boost website engagement with the right features
• How new strategies help to earn more revenue
Reload Media Quarterly Breakfast Series - 'Planning Your Digital for the New ...Reload Media
Presentation from the Reload Media Quarterly Breakfast held on the 25th May, 2018.
Topic:
Planning your Digital Marketing for FY18/19
Speakers:
Craig Somervile - Managing Director, Reload Media
Libby O'Brien - Head of Digital, Flight Center Travel Group
Analytics for Business Executives & MarketersBillMo
Digital/Ecommerce School: Web Analytics for Marketing and Business Executives
As a c-level executive you do not have time to analyze data or interpret multiple graphs. You are a fast decision maker, visually oriented, and you need something that can help you make effective decisions immediately. We will cover strategic approach to requesting and evaluating the data your digital team reports to you and how to communicate with them what data you need in order to make data driven decisions.
In this Executive Education program, participants will:
Learn the lingo of the web analytics world in order to communicate with your interactive team more efficiently.
Gain a framework for identifying the right marketing metrics for an organization.
Develop a chain of effects system for connecting performance metrics to marketing inputs.
5 Marketing Strategies for Customer EngagementMarketo
Marketers have to adopt new strategies in 2017 to win in the engagement economy. Join Neha Shah, Principal Product Marketing Manager at Marketo, and Kyra Johanson, Associate Product Marketing Manager at Marketo, as they share the results of our first-ever Marketing Benchmark Survey, highlighting what the most savvy marketers are doing to engage their customers in valuable, long-term relationships. You’ll walk away with 5 guiding insights into how to set your strategy for the year ahead.
You’ll learn:
- What strategies marketers adopt to engage customers in 2017
- How Marketo empowers Marketers to build these authentic relationships
Marketing analytics is the practice of measuring, managing and analyzing marketing performance to maximize its effectiveness and optimize return on investment (ROI). It allows marketers to be more efficient at their jobs and minimize wasted Web marketing dollars.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
Predictive data science will soon be a widespread strategy for business of all sizes.This guide contains the 7 most important action items that can give you clearer guidance about the tools.
Social media marketing is inarguably one of the most effective ways to segment and target specific audiences, build brand awareness, and connect with consumers and clients. Hence, this week we write on social media marketing in our ‘Social Media Success (SMS) series. The 1st part tells you the way to build a goal-oriented social media strategy.
Using Digital Content for Business development & Marketing: Embrace the Chang...VISHAL CHANDRA
#Clientengagemnt and new #leadgeneration is an essential KRA for Business Development professionals.
Marketing Trends at the end of 2020 — Are completely different than projected at the beginning of the year.
- In-person meetings are non-existent.
- Cold calling is out of the question.
- Companies are adhering to work-from-home directives,
meaning offices where customers and prospects should be,
stand empty.
- Phones go unanswered; voicemail messages unheard.
#DigitalTransformation had started few years ago but #covid has brought this change faster.
Senior business development people suddenly have found themselves being unskilled and unaware of basics of #digitalcontent management .
This short presentation discusses the problems faced by Senior Business development professionals and gives an overview of the gaps that need to be bridged. Essentials tips to upgrade and what to avoid have been highlighted.
As a venue, what do you consider to be your most valuable data? Email addresses? Zip codes? Ticket purchases? And… once you get access to this data, who does it really belong to?
Our short answer: YOU.
Like all good marketers, we ask a lot of questions. In this slideshare, we’ll take your through the tough questions concerning venue managers today and provide answers to help identify your most valuable customer data and how to use it to build long-standing relationships that drive lifetime ROI.
As a marketing director or CEO, you want good data that tells you how your Inbound Marketing program is working. However, what metrics should you be measuring?
It’s time to move beyond vanity numbers like Facebook likes and basic website traffic. In this webinar, we’ll cover:
* What the most important metrics are in your marketing program
* How to measure and analyze data
* What social media metrics are important
* How to generate consistent report for other stakeholders in your organization
* How to improve your marketing program using data
If you’re a marketing director, business owner, or CEO, you’ll leave this session with a clear understanding of exactly how to measure the success of your Inbound Marketing program.
This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing.
For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com
Measuring Digital marketing - ROI & KPIsAnkur Garg
My guest lecture at UC Berkeley, discussing the subject of measuring Digital Marketing efforts. The steps included identifying right metrics/KPIs and building campaigns with high ROI metrics.
For this assignment, I am an Internet Marketing Consultant seeking the business of a 3rd party company. This company has decided to include me in their final round of selection. This round, the company has pulled several live Google Analytics reports from their site. They want a complete Analytics Optimization Plan.
Do you know the real story your data is telling you?4Ps Marketing
Do you know the real story your data is telling you, or are you still stuck reading a fairytale? Insights Consultant Emma Haslam spoke about the subject at Brighton SEO 2014.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
1. Socius Marketing Analytics and Optimization Plan
Submitted to:
Dr. Philip Arlen
By:
TJ Goss
Full Sail University
2. 2
Table of Contents
Table of Contents…………………………………………………………..….2
Table of figures………………………………………………………….....….2
Executive Summary…………………………………………………….......…2
Introduction………………………………………………………………..…..2
Background………………………………………………………..…..2
Issue……………………………………………………………..……..2
Purpose of Report………………………………………………..…….2
Definition of a SMART Business Goal..…..…………………..………2
How Key Performance Indicators (KPIs) Quantify Results………..….2
SMART Goals and Corresponding KPIs…….…………...…...………...……..2
Goal 1………………………………………………...……...…………2
Goal 2……………………………………………………..……………2
Goal 3……………………………………………..……………………2
Goal 4…………………………………………………..………………2
Table of figures
Figure 1: Dashboard: Content Overview Page 2………………………………2
Figure 2: Entrance Sources: Home Page Report……………………………….2
3. 3
Executive Summary
Socius Marketing can utilize an optimization plan that will improve the effectiveness of
its website and increase revenue. By identifying visitor trends in the analytics reports
provided, and strategically choosing SMART business goals and KPIs to create action
items, Socius will be well positioned for website optimization and an increase in revenue.
The following identifies 3 trends with SMART business goals and KPIs that will
optimize website performance.
3 Trends with SMART Goals and KPIs Chosen to Measure Success:
Trend #1: Product 1 currently receives more than 3 times as many page views per
month from returning visitors than Product 2, while the difference in pageviews to
the pages from new visitors is negligible and actually skews in favor of product 2.
o SMART Goal: Increase the number of returning visitors to Product Page
2 by 200 people by the end of the month.
o KPIs: # of Page Views on Product Page 1 by Returning Visitors, # of
Page Views on Product Page 2.
o Action Items: Review navigation summary for both product pages.
Trend #2: Average daily entries to the website via the home page decreases on
Fridays.
o SMART Goal: Increase the average number of visitor entrances to
Socius’ home page on Fridays by 50 people over the next 30 days.
o KPIs: Page views per day, Google Paid traffic visits per day
o Action Items: Run a Google PPC campaign every Friday, run a PPC
campaign on Yahoo every Friday.
Trend #3: Transactions are currently not being segmented accurately or in
actionable ways.
o SMART Goal: Segment at least 50% of transactions over the next 30
days.
o KPIs: Paid Traffic Revenue, Non-Paid Traffic Revenue
o Action Items: Create Custom analytics that segment transaction sources.
If Socius Marketing uses the following SMART business goals and the corresponding
KPIs to track their progress towards these goals, they should see an increase in the
effectiveness of their social and mobile Internet marketing campaigns. – Lead
Generation Business - Decrease Customer Acquisition Cost by $5.00 over the next
30 days- (Dollar Index, Absolute new vs. returning visitors, Biggest Goal Producing
Pages); Increase Conversion Rate by 2% over the next 30 days (which channels are
performing the best, and optimize the ones that aren’t, time on site, page Clicks);
Increase Social Media Page referrals by 5% over the next 30 days (average shared
links click through rate, growth in number of followers, decrease churn rate, message
amplification); Increase Mobile marketing referrals by 5% over the next 30 days;
Fanbase growth/decline; Branded/ Unbranded keywords; Decrease Bounce Rate by 2%
over the next 30 days; High average visit duration; L
4. 4
Introduction
Socius Marketing is a Search Engine Optimization (SEO) and full-service Internet
marketing company that sells custom consulting solutions to businesses in Florida and
across the country.
Background
Socius’ current campaign efforts are structured to generate leads and gather prospective
client’s information on the www.sociusmarketing.com website. Because the pricing is not
presented on the website, and each client is provided custom service packages, inducing
visitors to schedule a consultation is crucial for the website and company’s success.
Issue
By identifying trends in the analytic reports provided, implementing select SMART
goals, and measuring the results with strategically chosen KPIs, Socius has the
opportunity to increase campaign effectiveness and as such generate more referrals while
decreasing customer acquisition cost.
Purposeof Report
The purpose of this report is to identify 3 trends in the analytics reports and recommend
SMART business goals to the decision making team at Socius Marketing that if
implemented correctly will increase referrals from the website. Each SMART goal is
accompanied by corresponding KPIs, action items and well as a small synopsis of why
they were selected.
Definition of a SMART Business Goal
A business goal is SMART if it is Specific, Measurable, Actionable, Relevant, and
Timely. Furthermore they serve as a filter for all of the masses of data you get on your
site and business performance, and are more actionable and quantifiable than traditional
goals.
How Key Performance Indicators (KPIs) Quantify Results
The metrics selected as KPIs were chosen because they are simple to understand, timely,
and allow the analyst to quickly assess progress in relation to the business goal.
Optimization Plan
Trend #1: Product 1 currently receives more than 3 times as many page views per
month from returning visitors than Product 2 (756-217), while the difference in
pageviews to the pages from new visitors is negligible and actually skews in favor
of Product 2 (5,423-5,594).
5. 5
SMART Goal #1: Increase the number of returning visitors to Product Page 2 by
200 people by the end of the month.
o KPIs:
# of Page Views by Returning Visitors on Product Page 1:
# of Page Views by Returning Visitors on Product Page 2:
o Action Items:
Review Navigation Summary for Product Page 1: Evaluate Product
Page 1 to see if there is anything that can be applied to page 2 that
will increase Page 2’s performance. Returning visitors typically
convert at a higher percentage than new visitors.
Review Navigation Summary for Product Page 2: Product Page 2
actually receives more page visits per month than page 2, so there
may be a bug on the page.
o Dollar Index: A measurement of how influential a page is to conversion.
The higher the number, the more frequently it was viewed prior to a
purchase or conversion. It's calculated by taking the goal conversion
value or transaction value of a visit and applying it evenly to all the pages
prior to that conversion. Seen in aggregate, it just attempts to correlate
pages to conversions
% of Traffic from Referring Sites: Sites typically refer for little or
no cost, so identifying which sites refer most frequently, Socius
will be able to target them going forward.
Biggest Goal Producing Pages: By identifying which pages create
the most conversions, content can be created and distributed that
will direct potential customers to them.
Trend #2: Average daily entries to the website via the home page decreases on
Fridays.
6. 6
SMART Goal #2: Increase the average number of visitor entrances to Socius’
home page on Fridays by 50 people over the next 30 days.
o KPIs:
Page Views Per Day: This page currently averages 1,406 site
entrances per day (Actual amount per day cannot be obtained from
report, but can be drilled into from Google Analytics), and as
shown above there is a decrease every Friday.
Google Page Views Per Day: Paid traffic from Google is currently
the 4th leading source of entrance traffic to this page, behind only
direct traffic and organic traffic from Google and Yahoo.
o Action Items:
Run a Google PPC campaign every Friday: Google paid traffic is
currently operating at a dollar index of $6.72 which is $1.40 higher
than the average, and as such more frequently results in a
conversion.
Run a PPC campaign on Yahoo every Friday: The site is currently
only run paid ad campaigns on Google, and as noted above these
campaigns are generating significant traffic to the site. Yahoo
presents a very good opportunity for the company to utilize going
forward.
SMART Goal #3: Increase Social Media Page referrals by 2% over the next 30
days.
o KPIs:
Paid Traffic Revenue:
Non-Paid Traffic Revenue:
o Action Items:
Conclusion
By recognizing that Socius Marketing’s main Internet marketing campaign goal to be
lead generation through its website, SMART business goals were created in order to
increase effectiveness. By utilizing their accompanied KPIs to measure success, the
company’s analysts can quickly identify problem areas of the site to improve going
forward, and maximize the potential of their top performing pages. All of which will
increase leads while decreasing customer acquisition costs going forward.
References:
7. 7
Alexander, M. (2013). Web Analytics & Reporting (WAR): Week 2 Wimba
Session [Video Lecture]. Retrieved from https://vimeo.com/58054898
Kaushik, A. (2009). Web Analytics 2.0: The Art of Online Accountability and
Science of Customer Centricity. Retrieved from Safari Books Online.
Appendices