清华社数字营销：战略、实施与实践（第7版）教学课件_pp10.pptxVIP

Chapter 10 Evaluation and improvement of digital channel performance;Chapter 10 Evaluation and improvement of digital channel performance;Performance measurement for digital channels;Figure 10.2 A summary of the performance measurement process;Figure 10.3 The five diagnostic categories for digital marketing measurement ;Figure 10.4 potential reasons for causing attrition on an e-commerce site;Figure 10.5 Multichannel performance scorecard example for a retailer;Figure 10.6 Thirty categories of martech and insight tools structured across the customer lifecycle;Figure 10.7 Examples of different