In the business jungle, everything has to be measured in order to test its own real value, and e-marketing campaigns are not the exception. By measuring these e-campaigns will not only help them to improve their efficiencies but to determinate real outcomes organizations can use to update their strategies in the web.
These two links addresses this issue and shows how web analytics tools effectively support companies understand how their virtual customers reacts to their strategies in the web:
http://www.marketing-insights.co.uk/wnim0402.htm
http://www.bruceclay.com/branding/web_email.htm
Although these tools provide companies with a rich source of information, also forces organizations to be 100% proactive and develop a never-ending work in their websites, internet advertisements and online offers. It is clear, at least to me, that internet challenges in a daily basis the way a businesses are developed. It is not longer a choice of amount of money, but the way you use it to achieve better goals, and the first one is money: profits, revenues, call it like you want but the ultimate objective is to get it.
By using these techniques to analyze e-marketing, finally organizations are facing reality and testing the way marketing campaigns in the web works. Don't get me wrong: I really think e-marketing works, but only if it's used wisely.
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