A Marketer's Potential
Uses of the Internet |
How to Measure Performance |
| 1. |
Increase brand awareness |
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Pre/post (or exposed vs. unexposed) brand awareness tracking |
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Increase target audience |
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Track first-time buyers |
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| 3. |
Increase usage of the brand |
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Track frequency of purchase |
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Field usage study |
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| 4. |
Up-sell customer to premium product or service |
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Track purchase behavior over time (what bought) |
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| 5. |
Encourage customer to buy more per purchase occasion |
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Track amount purchased per
purchase occasion |
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| 6. |
Improve customer's attitudes/image of the brand |
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Track customers perceptions or
attitudes about brand over time,
including purchase consideration and
intent |
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| 7. |
Cross sell other brands from the same company |
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Track customer's purchase behavior
of specific brands |
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Measure the effects of co-marketing
promotion |
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| 8. |
Co-market with non-company brands |
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Track customer's purchase behavior of specific brands |
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Measure effects of co-marketing
promotions |
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| 9. |
Increase repeat purchase |
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Track number of customer's making
repeat purchase |
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| 10. |
Encourage brand loyalty/increase customer's involvement with brand |
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Repeat purchase |
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Share of requirements |
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Track customer's perceptions or attitudes about brand vs. competitive brands |
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Track purchase intent of your brand vs. competitive brands |
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| 11. |
Provide in-depth information about the brand and/or do product demonstration |
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Clicks |
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Length of visit |
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E-mail inquiries and/or requests for additional information |
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800# calls |
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| 12. |
Develop database of customers and prospects/collect sales leads |
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Number of sales leads collected
online |
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Quality of sales leads |
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| 13. |
Provide/improve customer service |
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Track number of visits online versus
offline inquiries |
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Track customer satisfaction over
time |
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Track costs of customer service
online vs. offline |
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| 14. |
Reduce obsolete/excess inventory via promotions |
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Track sales of obsolete/excess inventory |
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Compare selling costs versus offline
alternatives |
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| 15. |
Reduce marketing costs |
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Compare online marketing costs and effectiveness to traditional marketing costs |
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| 16. |
Test different copy concepts |
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Purchase intent |
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Pre/post (or exposed vs. unexposed) brand awareness |
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Pre/post (or exposed vs. unexposed)
attitude |
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| 17. |
Test different pricing models |
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Purchase intent and/or sales volume |
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Conjoint analysis |
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| 18. |
Test different promotions |
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Incremental sales and profits |
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Purchase intent |
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| 19. |
Test different product/service offerings |
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Purchase intent |
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Attitude and usage |
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Conjoint analysis |
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| 20. |
Field survey research |
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Compare costs, response rates and timing of results for online vs. offline
research |
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| 21. |
Generate online revenues |
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Revenues |
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ROI |
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Customer satisfaction |
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| 22. |
Reach target audience missed by other media |
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Increase in audience reach |
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Increase in HH penetration |
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Increase in sales |
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| 23. |
Optimize media efficiency |
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Compare CPM's of different media
plans |
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| 24. |
Track consumer interests and trends |
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Successful promotions, ad
campaigns, new product launches |
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| 25. |
Retain most valuable customers |
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Repeat rate |
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Profit per lifetime customer |
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Customer satisfaction |
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| 26. |
Drive traffic to marketer's Web site |
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Click throughs |
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Number of visits |
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Length of visits |
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Page views |
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| 27. |
Drive traffic to retail location |
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Increase in-store traffic |
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Source of awareness |
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Reduce recruiting expense |
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Successful hires |
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