Alterian

A word on email marketing, web analytics, metrics and key performance indicators

A while ago, I wrote about a survey by Alterian that found that 42% of respondents said they don’t incorporate clickstream and web analytics data into their customer and email database.

Now, I’m often using words such as KPIs, ROI metrics and metrics in general on this blog. I realize this could cause some confusion. That’s why in this post, I’ll tackle the difference between metrics and KPIs (Key Performance Indicators) and metrics.

A typical example of a metric in email marketing is the click-through rate or CTR. In web site analytics a typical example is the number of unique visitors.

To analyze and improve the results of your online marketing efforts, you need web analytics and workable parameters regarding the impact of your strategies on your online business and your business in general.

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Integrating web analytics data into email databases: still a challenge

In an ongoing email marketing survey, I get to look in now and then, one of the findings is that many of the surveyed email marketers want to invest in a better integration of email marketing and web analytics.

It seems that the survey will have it right if we look at the Alterian survey I posted about yesterday. 

Alterian’s survey went further to “explore the extent to which organizations integrate marketing technologies across their organization”. 

And what do I read? 

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