Exhibit 18.23 Google Analytics support a wide range of performance metrics to assess site’s performance.
Google Analytics (Exhibit 18.23) supports a wide range of performance metrics to assess
digital marketing objectives and SEO objectives. These include:
Unique Visitors: The number of users who visit the site over the reporting period.
New Visitors: The number of first-ever unique visitors (Assumes cookies have not been deleted).
Repeat Visitors: The number of unique visitors who visit the site more than once during reporting period.
Conversions: Number of visitors who complete a target action such as purchasing something, subscribing to newsletter etc.
Conversion Rate: Proportion of visitors who perform a target action.
Bounce Rate: Usually defined as the proportion of visitors who leave the site without interacting with the page. They do not
visit any page other than their landing page, and they do not interact with any of the elements on that page.
Abandonment Rate: Proportion of visitors who start a target action, but do not complete it.
Cost per Conversion (CPCon): Cost of an advertising campaign divided by the total number of conversions resulting from the
campaign. (This requires that the inbound URL from the ad has been tagged so that analytic tools can distinguish the traffic
resulting from the campaign).
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query
into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search
bar, relevant pages from MarketingMind will appear in Google’s result pages.
Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Digital Marketing Workshop
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
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