Measuring Website Effectiveness

This one-day course will give you a comprehensive grounding in a range of techniques for measuring the effectiveness of websites and interactive marketing campaigns, from web stat and log file analysis to market research, focus groups and end-to-end analysis.

Course Outline

Introduction
Objectives and format for the day

Why measure web effectiveness?

• Reasons for measurement
• 'The leaky pipe' – where sites lose users

The 'Internet Value Chain'

• From user to site
• Understanding where data can be collected and how

Web Effectiveness measurement services
4 main types of services or tools available:

• Market measurement (panels, surveys, data aggregators)
• Site centric measurement (log file tools, page tagging systems)
• User profiling (surveys, segmentation)
• Site performance measurement (end-to-end measurement)

Pulling it all together
Putting in place a Web Measurement Framework

• Developing a holistic approach
• 5 stage process to developing a web measurement strategy
• Putting in place your measurement framework
• How to measure the ROI

Group Exercises
Creating a web measurement strategy for:

• Site redesign
• Marketing campaign evaluation

Course Tutor

Neil Mason, MD, DotBiz Consulting
Neil Mason is Managing Director of DotBiz Consulting, which he founded to provide marketing and consultancy services with a focus on interactive channels. Prior to setting up DotBiz Consulting Ltd, Neil worked at QXL Ricardo plc, the European e-marketplace, initially as Chief Knowledge Officer and then most recently as the Group Chief Marketing Officer. In his role as Chief Marketing Officer, his remit was the Group’s pan-European marketing activities including strategic marketing initiatives, site and product development and customer insight. Before joining QXL Neil had over 15 years experience working in multinational marketing services organisations, including Research International and ACNielsen. Neil has a BA in Engineering from Cambridge University, an MBA and a Postgraduate Diploma in Business and Economic Forecasting.