ABSTRACT
This chapter addresses the question of what needs to be measured in order to monitor and improve the Digital Marketing process. In addition, it provides one with insight regarding the basic concepts of digital analytics and the most important indicators that are used by analysts. Digital analytics provide market insight, show how target segments respond to campaigns, what visitors are doing on the website and help to evaluate and improve Digital Marketing decisions. Within digital analytics, there are usually three groups of traffic sources: direct traffic, referred traffic and search engines. The chapter discusses how to handle the digital analytics for every traffic source and what the most important pitfalls are. It then focuses on the visitor, discuss how to recognise the purchase phase in the visitor numbers and explain why online engagement is the answer to the question of how to connect visitors to the online goals. Finally, a short commentary on dashboards within organisations is discussed.
