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How can analysis of web site visitors' behaviour be used?

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Question 1
While traditional communication methods make measurement of results difficult, Internet communications offer different, more immediate measures. How can analysis of web site visitors' behaviour be used to evaluate the effectiveness of a company's marketing communications strategy?

Question 2
Some companies spend a significant portion of their advertising budget on a single high profile event. While some companies have used such events to launch successful, long-running campaigns, others have seen little benefit from these ads. Discuss the benefits and drawbacks of both these strategies for the organisation.

Homework

In addition to preparing the discussion questions, find a relevant article in a Journal or Newspaper relating to the issue of customer focus or Customer Relationship building for discussion on the forum. The discussion will consider:
a) Why is this article relevant to the topic?
b) Can any of the marketing related theory from this chapter be related to the article?
c) What can be learned from this?

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Solution Summary

While traditional communication methods make measurement of results difficult, Internet communications offer different, more immediate measures. How can analysis of web site visitors' behaviour be used?

Solution Preview

Analysis of web site visitors' behavior by using tools like Google analytics allows an organization to collect various type of information such as geographical location of visitors, time spent on the site and pages/products/services viewed and purchased, source of traffic ,etc. provide valuable information about the marketing strategies pursued by the organization via web marketing. For example, if a company is targeting visitors to its site from a particular geographical region and pursuing its marketing communications strategy accordingly, the web visitor's statistics will immediately ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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