What is the metrics?

Marquiese L. Wrenn         

June 19, 2017,                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      There is a multitude of metrics available for marketers to measure the effectiveness of their internet marketing programs ranging from evaluating web site effectiveness to website traffic; their audiences and what the target market is doing at that site.  Are they just viewing, how long they are staying, was a purchase made, did they go to another area of the site, or leave completely, are a few of the many metrics that can be measured.  To determine if the metrics are capturing the performance results for achieving tactical and strategic business goals, it is necessary to review the overall marketing campaign objectives to determine what should be measured.  After correctly identifying these objectives and goals for your specific organization you will then be able to set up measurement tools such as Google Analytics to properly measure the performances to determine if you are achieving the results you are aiming for. 

As we continue down the path of technology and constant movement towards a total web-based society, new ways to measure marketing campaigns will need to be developed.  My opinion on this stems from the increased awareness consumers are gaining in how effectively they are presently being tracked with almost every click they make.  Presently consumers are still greatly unaware of the depth of these metrics currently being used by companies.  As they become more aware the challenge of privacy and security will come into play causing changes to how the web traffic can be monitored.