What are the generally accepted practices used to establish clear business objectives for digital measurement?

Online Marketing Body of Knowledge from OMCP

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In the context of Web Analytics:

What are the generally accepted practices used to establish clear business objectives for digital measurement?

Answers must include: Definition of terminology, Importance of the concept or process, and the Process of how a professional marketer approaches the practice

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To establish clear business objectives for digital measurement, web analytics professionals typically focus on the following practices:

  1. Partnership with senior business executives to understand short-term and long-term business priorities.
  2. Current financial targets set by the Finance team (3, 6, 18 months).
  3. Understanding of company/individual bonus structures.
  4. Mix of the current marketing budgets across online and offline.
  5. Analysis of industry trends and performance of competitors.

 

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