Measurement

At Addictivity we believe If it’s not measurable, it’s probably not worth doing. In short we expect to show our Online Marketing Services provide a good Return on Investment (ROI)in terms of increased visitor numbers and, ultimately,increased sales.

Measurement is critical to any online marketing effort and can be provided in a number of ways:

• Log file analysis: websites generate detailed log files recording every hit and visitor. With the right software and know how these log files can be analysed and interpreted to provide useful information on who is coming to the site, where they’re coming from, how many of them there are, and what they ’re doing when they get there.
• Click through tracking: Where online advertising is used, it is often useful to track success at a very granular level. To do this we apply a hidden tag to any adverts or affiliate sponsorships, which allows us to identify who referred a visitor to the site.
• Conversion statistics: a million visitors a month to the site are useless if nobody makes a purchase. If we employ methods to capture visitor conversions (where the visitor makes a purchase, or at least makes further contact via phone or email) we can establish what the true ROI of a campaign is.

Only conversion statistics allow us to make a very clear and precise judgement of the campaigns ROI. For example, if a £500 per month campaign is converting 100 visitors into 10 sales at a profit of £1000 per month, we know the campaign is a success. Conversely if our campaign is attracting many visitors but relatively few conversions we know our campaign has issues we must address.

These and other forms of measurement are critical to any campaign, and Addictivity highly recommends the inclusion of at least basic metrics for the budget of any marketing effort.