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Which Online Performance Metrics Matter Most in US?

Posted by Martin Kovac | Posted in Online advertising | Posted on 07-07-2011

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“Digital marketers today are drowning in metrics, but they don’t know which ones are important or how to connect the dots in a meaningful way that will drive marketing performance”

said Ramsey, eMarketer CEO and co-founder.

Currently US marketer rely on CTR, Traffic to website, Lead generation as you can see on the screenshot below:

According to Source: Digital Impact: The Two Secrets to Online Marketing Success , a new book written by Geoff Ramsey and Vipin Mayar, EVP of McCann Worldgroup, marketers should master these 7 metrics that are critical for performance measurement across digital channels:

  • Qualified Reach, or Qualified Visits
  • Clickthrough rates
  • Brand perception lift
  • Engagement Score
  • End Action Rate
  • Efficiency metrics
  • Return on investment

  • Source: eMarketer

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