Max Adler - Webdesigner und Online-Marketer aus Salzhemmendorf / Hameln
Hauptmenü
- Max Adler Biografie
- Webdesign Umfrage
- Fachartikel
- Fachartikel Übersicht
- Online Marketing tools
- Dissertation about Online Marketing Tools - Content
- Abstract
- List of abbreviations
- 1. Introduction
- 2. Online Marketing
- 2.1 Definition
- 2.2 Objectives
- 2.3 Marketing Strategies
- 2.3.1 Structure of a Marketing Strategy
- 2.3.2 Push Strategy vs. Pull Strategy
- 2.4 Instrumental view of online marketing
- 2.4.1 Product policy
- 2.4.2 Price policy
- 2.4.3 Distribution policy
- 2.4.4 Communications policy
- 2.5 Advertising on the internet
- 2.6 Ten rules for a successful online marketing
- 2.7 Internet Project Management
- 3. Methology - Online Marketing Tools
- 4. Online Marketing Tools
- 4. Online Marketing Tools
- 4.1.1 Web sites & Usability - Functionality
- 4.1.2 Web sites & Usability - Design
- 4.2.1 Email Marketing - Email
- 4.2.2 Email Marketing - RSS-Feeds
- 4.3.1 Search Engine Marketing (SEM) - Introduction
- 4.3.2.1 Search Engine Advertising (SEA) - Overview about SEA
- 4.3.2.2 Planning a SEA campaign
- 4.3.2.3 SEA Products
- 4.3.2.4 Disadvantages of SEA
- 4.3.3.1 Search Engine Optimisation (SEO) - Introduction
- 4.3.3.2 SEO - Search engine algorithm
- 4.3.3.3 SEO - On-page optimisation
- 4.3.3.4 SEO - Off-page optimisation
- 4.3.3.5 SEO- Negative SEO drivers
- 4.4 Other Online Marketing Tools
- 4.4.1 Banner and Pop ups
- 4.4.2 Link Exchange
- 4.4.3 Social Marketing
- 4.4.4 Affiliate Marketing
- 4.4.5 Blogs
- 4.5.1 Web Controlling - Definition
- 4.5.2 Web Controlling - Key figures
- 4.5.3 Web Controlling - Methods
- 4.5.4 Web Controlling Software
- 5. Conclusion
- Reference List
- Bibliography
- Appendices
- Myths in Project Management
- Google's main brands in a McKinsey / GE Matrix
- A structural analysis of the German Web Design industry
- Pagerank Sculpting
- Online-Marketing in Eventagenturen
- Rezensionen
- Impressum
- Adler - Webprofis
4.5.4 Web Controlling Software - Online Marketing Tools
Fachartikel > Online Marketing tools > 4. Online Marketing Tools
4.5.4 Web Controlling Software
the evaluation of data without any additional software is difficult, there is a need to choose one for its own requirements. Below there is an overview about some common web controlling software, but there are a lot more.
Google Analytics
Google analytics is free software. The market leader offers a multifunctional analytical tool which can be connected with AdWords. To use it one has to integrate a JavaScript-code in every HTML page. This software delivers much information about user behaviour. It delivers data where the user comes from, for example which keyword he typed in a search engine or which link he clicked to come to the web site. All other above-named SEO key figures are supported as well. Furthermore it offers all data in clear graphics and statistics. There is also information about user behaviour, for example how a user moves on a web site and which links he clicks.
Figure 15: Google Analytics Dashboard
Source: Google, 2010f
Webstats
Webstats is free software as well. It has similar functions as Google Analytics but less. Nevertheless it contains all the basic functions such as keyword analysis and country tracking. A weakness is that it does not count unique visitors and it does not show where a visitor goes, although all different pages are counted. It is a smart additional tool because of its clarity. It also offers graphics to visualise results.
Figure 16: Webstats Dashboard
Source: Webstats, 2010
AdControl
This tool is available in six different versions from a free starter tool to a professional package for €149,90. All packages work with the method off cookie tracking and differ mainly in the amount of monthly clicks. Besides, higher packages offer the possibility of detailed evaluations (AdControl, 2010).