ITM 350 Lecture Notes - Lecture 12: Database Marketing, Web Banner, Lead Generation

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Metrics: measures e-business performance range from the number of website hits to the proporion of customer visits leading to sales and proit. Internet enables tracking and measurement of e-business acivity. Understand customers and thereby beter target content on the site. Beter handle promoions and discounts, product placements, up-selling and cross-selling. Provide guidance to personnel who are assigned the responsibility for achieving strategic objecives. Act as an incenive to moivate performance. Metrics can be used to determine if promoion campaigns work. Provides a basis for holding people accountable. May lead to proit/loss due to adverising and its costs. May be a legiimate objecive during business start up and considered as future investment. Conversion of traic to customer is an important metric. Customers: eniies that fulill main objecive for the site (ex. content consumpion, lead generaion, sales or customer support) Metric for lead-generaion sites: white paper downloads, number of opt-ins for future email contact, average.

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