The Symphony Changed Keys
More marketing ‘instruments’ complicate the investment process
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Terry Jukes
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On your Web marketing activities, you might measure keyword performance/search engine optimization, site ranking, unique visitors, time spent per visit, pages viewed, new and repeat visitors, abandoned carts, clicks to purchase, referrals, affiliates, and sales by search engine.
For each area of marketing activity there will be a variety of performance measurements that can be “boiled down” to a common evaluative measure or two that can be used to compare across all activities.
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