The online lifecycle management grid

Earlier in the chapter, in the section on objective setting, we reviewed different frameworks for identifying objectives and metrics to assess whether they are achieved. We consider the online lifecycle management grid at this point since Table 4.7 acts as a good summary that integrates objectives, strategies and tactics.

The columns isolate the key performance areas of site visitor acquisition, conversion to opportunity, conversion to sale and retention. The rows isolate more detailed metrics such as the tracking metrics and performance drivers from higher-level metrics such as the customer-centric key performance indicators (KPIs) and business-value KPIs. In the bottom two rows we have also added in typical strategies and tactics used to achieve objectives which show the relationship between objectives and strategy. Note, though, that this framework mainly creates a focus on efficiency of conversion, although there are some effectiveness measures also.

Table 4.7 Online performance management grid for an e-retailer

Was this article helpful?

0 0
Success For Affiliate Managers

Success For Affiliate Managers

Explode your Affiliate Income Today By Learning FIRST How To Become A Successful Affiliate Manager! Do you want to know everything there is to know about running a successful affiliate program that brings you money on autopilot? Then get your hands on this brand new e-book.

Get My Free Ebook

Post a comment