The very nature of online marketing-and the way it continues to quickly evolve with new forms of interactive media-calls for new measurement tools and tactics that are challenging to use, says Andy Fisher, director of analytics for marketing services firm Avenue A | Razorfish, which specializes in managing Internet marketing strategies.
“These are complicated tools trying to solve complicated problems,” Fisher says.
Moreover, effective measurement of the impact of the multiple forms of online marketing requires a complex mix of applications, he adds. Getting a handle on the impact on customer traffic and sales from a mixture of search marketing, blog ads and video ads placed in social networks, for example, can require a mix of measurement tools that look at traffic and customer activity throughout the web as well as on a marketer’s own site.
Most of Avenue A’s marketing clients use a variety of tools to measure the impact of marketing efforts-server-based monitoring of web traffic, consumer panel-based surveys, web site analytics, content management tools and landing page optimization and multi-variable testing. “Every tool is managing something different, so the information is never consistent,” Fisher says. “So it’s important to look at it altogether as much as possible.”
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