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Principles of performance management and improvement

To improve results for any aspect of any business, performance management is vital. As Bob 

Napier, Chief Information Officer,  Hewlett-  Packard, was reported to have said back in the 1960s:

You can’t manage what you can’t measure.

Web analytics

Techniques used to 

assess and improve the 

contribution of digital 

marketing to a business 

including reviewing 

traffic volume, referrals, 

clickstreams, online 

reach data, customer 

satisfaction surveys, 

leads and sales.

Web analytics: measuring and improving performance of 

digital business services

Focus on

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Part 3  Implementation

The processes and systems intended to monitor and improve the performance of an organ-

isation and specific management activities such as Internet marketing are widely known as 

‘