Samenvatting

Nowadays, companies are facing the problem of data overload. The Internet is an environment filled in with numbers that should indicate the path for business actions. The aim of this project is to generate Digital Marketing and Measurement Model for the company that needs a hand in achieving the success in the "digital World", RAM-Infotechnology. The model helps to identify the source or success of failure of the company website, drawing a clear connection between company's strategy and data available in web analytics tools.
To create the model, the central question is stated: What is the set of measures that helps to identify success of failure of RAM-Infotechnology website? The answer for research main question can be given by answering the following sub-questions: What are the business objectives that RAM Mobile Data has defined for RAM-Infotechnology website? What are the goals metrics for RAM-Infotechnology website? What are the RAM-Infotechnology website targets? What are the RAM-Infotechnology website segments? The mentioned model is inspired by the work of respected and well known online marketer, Avinash Kaushik. Digital Marketing and Measurement Model posted on Kaushik's blog became a base for the following work. The research was conducted to find the set of measurements that indicates success or failure of RAM-Infotechnology website.
Various research methods were used during the investigation. Desk research included the study of the relevant literature as well as the use different Internet sources. A great help in the model creation provided the field research. Three interviews were conducted in order to find answers for research sub-questions. At the end, sub-answers that were found allowed to build up the final conclusion.
The research resulted in finding the company´s objectives, goals, Key Performance Indicators, targets and segments. Results of the conducted research leaded directly to the following conclusions about RAM-Infotechnology website. The website objectives are: to generate leads, to create brand awareness and to highlight events. The website generates leads by capturing leads and providing resources. What is more, the awareness of the brand is achieved through reinforcing the online/offline advertising. RAM-Infotechnology website launches events that are highlighted through engaging/creating the network. Regarding the KPIs, it was found that conversion is a metric illustrating capturing leads goal. When it comes to the providing resources goal, the identified indicator was a number of downloads. To find the information about online/offline advertising the marketer that works for RAM-Infotechnology should look on a branded traffic indicator. The last metric worth mentioning is a number of subscribes to an event which show the engagement of a network created by the website. The conducted research allowed finding targets for each website KPI. Finally, for each of the website goals were identified segments. It is recommended to RAM-Infotechnology to put greater emphasis on identification of website targets and segments.