Friday, March 14, 2008

Metrics in Online Marketing

I presented this to CSULB Business School : Marketing 437 this past Wednesday.
The first portion of the presentation covers basic elements to online metrics, test and evaluation.
The second half focuses shows a value for search results by position and provides a means to calculate organic search result value.

Key points:

  • Online advertising should be measured, tracked and tested to achieve measured results,
  • Traditional search engine marketing charges CPC, gives the marketer the feeling of CPA, but actually charges CPI (inclusion) over time,
  • Organic placement value can be estimated given the CPC rates.

Measuring changes in a websites performance is fundamental to success. Changes in organic placement ranking is a new marketing methodology that can deliver substantial, and measurable value.