The marketing team for Lots-o-Chocolate wants to understand the effectiveness of the different components of its digital marketing campaign and put more resources toward its three top-performing sites for ads

How can the marketing team use marketing metrics and marketing control to achieve their objective?

Marketing metrics are specific measures that help marketers watch the performance of their marketing actions. Lots-o-Chocolate would likely use the marketing metric of click-through rates to identify where web traffic is coming from and which online ads are generating enough interest for viewers to click on them. The marketing team would also likely look at the metric of conversion rate to better understand how effective their advertising is at persuading consumers to take desired actions, such as signing up to receive promotional offers. The team could put marketing controls in place to alert them to very low or very high performing online ads. With this type of control, marketers could quickly change the allocation of ad dollars toward the most effective websites and away from the least effective ones.