A01 chaf6542 06 se fm indd

Q. How would you recommend that a business assesses the value of a tool like 

Magiq? Which KPIs should be reviewed?

Magiq is focussed on the implementation side of online marketing. While it records 

all the activity it has undertaken, it does not undertake the analytics part of the pro-

cess, as most users already have web analytics or customer analytics and reporting 

tools which we expect users to use to analyse the effectiveness of the campaigns and 

activities that Magiq implements.

The actual KPIs that should be measured and tracked are clearly customer spe-

cific. So for a transactional site these might be focussed on revenue and on conversion 

rate. For  non-  transactional sites other metrics are important. Some customers will 

choose to focus on the visitor retention and engagement factors (duration of engage-

ment, time on site, visit frequency and latency etc.), others will want to analyse the 

customer data provided by Prospect and Retain to assess the value of the audience 

that they have in monetary or other ways.

Source: Smart Insights (2010).