How to Measure Digital Marketing

Metrics for Assessing Impact and Designing Success
2014. Auflage 2013
ISBN: 978-1-137-34068-9
Verlag: Palgrave MacMillan UK

Buch, Englisch, 255 Seiten, Format (B × H): 141 mm x 223 mm, Gewicht: 5092 g

Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.

Zielgruppe

Research

Autoren/Hrsg.

Flores, L.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Foreword PART I: DESIGNING A MEASURE FOR EFFECTIVE DIGITAL MARKETING 1. Definitions and Users of Effectiveness Metrics in Digital Marketing 2. The Market of Digital Marketing and the Main Objectives of Digital Marketing PART II: FROM DESIGN TO IMPLEMENTATION 3. The Different Types of Metrics and KPIs Available: "Quantitative" and "Qualitative" Metrics 4. Measuring "Paid Media" 5. Measuring "Owned Media" 6. Measuring "Earned Media" PART III: USING DIGITAL MARKETING TO DEVELOP THE BRAND AND ITS BUSINESS 7. From 360° Communication to Integrated Marketing Communication (IMC) 8. Digital Dashboard: a Necessary Tool to Monitor Progress and Drive Predictive Marketing Conclusion

Über Autor(innen)

LAURENT FLORES Founder of CRMMETRIX, a company that specializes in measuring digital marketing effectiveness for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores is Professor of Marketing at INSEEC Business School.