Verifying Business Value

The mystique of marketing measurability puts practitioners in an awkward position. Executives with budgetary control ask for numbers, want answers, and expect insights. This column provides those executives with a strategic framework for understanding online marketing metrics, while delivering practical advice to those managing marketing metrics on how to become more valuable to the organization.

webmetrics

Web Metrics, Proven Methods for Measuring Web Site Success

Jan 15, 2009 - Web Metrics looks at the Web as a business tool for communicating with your customers. This book is about measuring those places where the customer and the company come together. Comments

Customer Service on the Internet: Customer Support, Direct Marketing, and Up-Selling, 2nd Edition

customerservice Jan 7, 2009 - Peppers & Rogers said they wished they had written the first edition. Now it's time for round two... As businesses have overcome technical, financial, and promotional hurdles to developing online commerce, they are now confronted with the core issue of all businesses in a competitive market: providing quality and cost-effective customer service 24 hours a day, 7 days a week, and 365 days a year. Comments

What Makes People Click: Advertising on the Web

what-makes Jan 1, 2009 - Television, radio and print have all found ways to be successful places for certain types and certain styles of commercials. Now the Web reveals its secrets of how banner ads, sponsorships, ads in discussion groups and interstitial ads can be used for direct response, driving Web traffic and brand building. What Makes People Click is the advertiser's guide to what is possible, what is practical and what it successful. This book is not about technology, but how that technology is being used to advantage. Comments

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