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CHAPTER 10
Zharul Zainol
Created on April 23, 2021
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Transcript
MIND MAP : EVALUATION & IMPROVEMENT OF DIGITAL CHANNEL PERFORMANCE
Business Contribution
Stage 1 : Creating performance measurement system
FIVE DIAGNOSTIC CATEGORIES FOR DIGITAL MARKETING MEASUREMENT
Marketing Outcomes
3 STAGES PROCESS
Stage 2 : Defining the performance metrics framework
Customer Satisfaction
Customer behavior (web analytics)
Stage 3 : Tools & techniques for collecting insights, running processes & results
Site Promotion
Write
Content Management Process
MULTICHANNEL PERFORMANCE SCORECARD EXAMPLE FOR A RETAILER
Results
Review
Customer & Stakeholder
Correct
Core Processes
Test
People & Knoweldge
Publish