A01 chaf6542 06 se fm indd

2 

Tactical data. These data are typically models of required response such as:

● 

Reach models with online audience share data for different demographic groupings 

from sources such as Hitwise and Netratings.

● 

 Lifetime-  value models which are created to assess profitability of visitors to the site 

from different sources and so need to integrate with operational data.

3 

Strategic data. Performance management systems for senior managers will give the big 

picture presented as scorecards or dashboards showing the contribution of digital chan-

nels to the organisation in terms of sales, revenue and profitability for different products. 

These data indicate trends and relative performance within the company and to competi-

tors such that the Internet marketing strategy can be reviewed for effectiveness.

Figure 12.13

Different types of data within a performance management system for 

internet marketing

Referrer or

campaign

data