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This interesting video contains a case study (B2C) regarding the improvement of ROI (return of investment) on internet marketing spend using web analytics. How to translate the business goals into website goals? What is the process? What are the steps? In this first case study the issue is (a B2C ecommerce website) how to reduce the cost-per-transaction and not about how to generate traffic. Their first approach was to segment the marketing channels and the traffic sources. What were their next steps? What were the results? How looks the graphs of this process at the end of which the average cost per transaction was reduced for 5 times?
Next video contains a B2B case study.
Next video contains a B2B case study.
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