• View the Talks
• 64 min
  1. Digital strategy

  • Dr. Annmarie Hanlon
• 42 min
  2. Online marketplace analysis

  • Dr. Dave Chaffey
• 31 min
  3. Managing marketing in a crisis

  • Dr. Annmarie Hanlon
• 35 min
  4. Getting started in affiliate marketing

  • Mrs. Red Barrington
• 43 min
  5. Conversion rate optimisation

  • Mr. John Newton
• 24 min
  6. Creating retail websites

  • Ms. Emma Davies
• 24 min
  7. Influencer marketing: introduction from an influencer

  • Ms. Eltoria
• 59 min
  8. Digital impact on the marketing mix

  • Mr. PR Smith
• 53 min
  9. Social media marketing

  • Mr. Richard Sedley
• 17 min
  10. Online community management

  • Dr. David W. Peck
• Archived Lectures *These may not cover the latest advances in the field
• 47 min
  11. Improving results from digital channels

  • Mr. Matthew Tod
• 56 min
  12. Web 2.0/social media: 'the times they are a changing'

  • Dr. Jim Hamill
• 41 min
  13. Customer experience and web design

  • Ms. Catriona Campbell
• 39 min
  14. E-marketing strategy

  • Dr. Fiona Ellis-Chadwick
• 33 min
  15. Online branding

  • Dr. George Christodoulides
• 28 min
  16. Consumer behavior

  • Dr. Ruth Rettie
• 63 min
  17. Email marketing and E-CRM

  • Mr. David Hughes
• 80 min
  18. Integrated digital marketing communications

  • Dr. Beverly Barker
• 40 min
  19. How search engine optimization works

  • Mr. Danny Meadows-Klue

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Overview
3. Agenda
4. The online performance gap model
5. Combine techniques to drive results
6. Definitions
7. Measurement should depend on objective
8. Which tool should you choose?
9. Setting up your analytics tool up for success
10. Plan for the true costs of analytics
11. Choosing metrics
12. Note: the numbers won't add up!
13. Focus on customer journeys
14. Dashboards to inform and guide daily management
15. External surveys provide context
16. Survey data to confirm visitor intentions
17. Understanding the customer experience
18. Testing solutions to prove the efficacy
19. The process of optimisation
20. Summary
21. Thank you

Topics Covered

• Improving results from digital channels
• Monetary value of optimization
• Techniques for insight
• Choosing a web analytics tool
• Deploying a web analytics tool
• Using web analytics data
• Insight techniques
• Voice of customer
• Testing improvements
• Optimization process

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022