The Digital Business Start-Up Workbook: The Ultimate Step-by-Step Guide to Succeeding Online from Start-up to Exit

Monitoring Marketing Performance: Accountability of Expenditure and Results

With such hyper competition in the digital space, it is certainly critical to have a firm grasp of your marketing and sales results, as well as the journeys that your customers take when they buy from you. Today’s marketers must know which marketing methods and customer segments generate the best response, the best return on investment (ROI) and the lowest cost per acquisition (CPA), i.e. in addition to knowing the long-term value of a customer and maximizing that value, marketers need to know what it costs to acquire a customer in the first place. Thankfully, digital companies now have the tools to gather all of that information and use it to their advantage.

Paid search, ...