How digital marketers can maximize economic value

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  • http://www.youtube.com/user/SESConferenceExpo Mike Grehan, Incisive Media, interviews Avinash Kaushik, Digital Marketing Evangelist for Google, about how marketers should be understanding metrics from hits to conversions. Avinash says when marketers are reporting on impressions or clicks it's akin to shouting out to people. But the problem is that this "screaming" is inadequate when it comes to reporting on the quality of the data. The most important metrics to be evaluated according to Kaushik, for example, are what did the visitor do after the first click, did they stay on site, did the visitor provide any economic value? It's not just about shouting but getting people to the right place, retain them, make them happy, get conversions and get reconversions. Omniture, Google's analytics, Yahoo's analytics, are all great examples of software that now measure this type of user behavior and outcomes
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