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[Chaffey, Dave] Digital business and E-commerce 2nd book



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.



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


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