BUS572-2

Goals and KPIs

Let’s talk about our goals for this week. Generally, we know that the goal is so that in your position you can achieve something in the future. For E-marketing perspective, goals are defined as the action that visitors should perform on a Web site or the purpose of the Web site. The key to success of any Web site or online campaign is that it is designed with clearly defined goals in mind.  (Stokes, 2013) It would be easier to come up with a strategy when we know exactly what our goal is. How do you set up the goal of the business? It depends on our industry. For our Client’s coaching business, the goal can be to increase the customers and revenue of the company.

To achieve such a goal in online business, another important concept is key performance indicators (KPIs).(Stokes, 2013) For web analytics, the indicators ensure that the business goal is being met by monitoring the entire process. Owners can get clues from KPIs to analyze how to optimize Web site. 

For example, for the shoes shop website, such as http://www.adidas.com/ , one would expect the following goals:
Increase the deals
Increase time visitors spend on Website

Then, for the same site, the KPIs would be expected as following:
Conversion rate
Average time spent on Website

At this week, I’ve learned how to use the keyword tool of Google. It takes me a long time to figure out, but once you clearly know how it works, it helps with selecting keywords and editing text of Adwords. A lot of data enhanced users know that websites use the data from the traffic of the website, CTR, and even what each visitor clicks on and does. Now the keyword “planner” has replaced keyword tool, because google combined the keywords tool and traffic estimator, which makes users easier to plan a search campaign.

In the current session, I have been only a little confused for what my exactly goal is for this course, which is to help the client to set up AdWords, and make a marketing plan of AdWords for their business. But I would like to learn more about how to use Google analytics for the future sessions. It would be a great tool to make a business plan and strategy.

Citation:

Stoke, I. (2013). eMarketing. NY: Flat World Knowledge,Inc.