Measuring Microsites and their impact on overall online business success

A Microsite is an independent, focused website subsidiary to a larger, parent website. Its marketing, branding, and Search/Viral potential has been increasingly recognized by marketing and website managers, but measurement and analysis of a Microsite’s effectiveness requires analytical strategies and approaches that differ from the analysis of the parent website. Independence, Integration, Saturation, Directionality, Lifetime Contribution, Branding Awareness, Keyword Concentration, and Sourcing Velocity should be measured and analyzed when understanding the overall contribution and effectiveness of a Microsite. Many of these metrics and analytical techniques require planning and resource-allocation, and are all not necessarily straightforward, but ultimately, such analysis allows managers to measure how effective a Microsite is over time, compare different Microsites to each other, and identify opportunities for new Microsites.