Chapter 24. Evaluating the Performance of Your Online Marketing Plan

In This Chapter

  • Setting goals

  • Evaluating plan components

  • Evaluating the overall plan

  • Defining success

We end our discussion of online marketing plans with the topic of evaluation—that is, determining whether your plan is working. We’ve already discussed how to evaluate the success of your SEO campaign (back in Chapter 16), so there’s no need to revisit those specifics. Instead, we look at what metrics are important for measuring the success of your overall online marketing plan.

Remember, however, that measuring results is only part of the equation; you also have to understand the events that led to those results. Only by learning from both your mistakes and your successes can you ...

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