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How to measure digital marketing :me...

Flores, Laurent,

How to measure digital marketing :metrics for assessing impact and designing success /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	How to measure digital marketing :Laurent Flore��
其他題名:	metrics for assessing impact and designing success /
作者:	Flores, Laurent,
面頁冊數:	1 online resource (xvi, 255 pages)
標題:	Internet marketing.
電子資源:	http://www.palgraveconnect.com/doifinder/10.1057/9781137340696
ISBN:	113734069X (electronic bk.)

How to measure digital marketing :metrics for assessing impact and designing success /
Flores, Laurent,

How to measure digital marketing :metrics for assessing impact and designing success /Laurent Flore�� - 1 online resource (xvi, 255 pages)

Includes bibliographical references and index.

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 360ʻ Communication to Integrated Marketing Communication (IMC) -- 8. Digital Dashboard: a Necessary Tool to Monitor Progress and Drive Predictive Marketing -- Conclusion.

Digital marketing has become a necessity for almost all companies and organizations across the globe. However, few companies measure the effectiveness of their campaigns and so the return on investment debate continues. How to Measure Digital Marketing explains how to assess the success of a digital marketing campaign by demonstrating what the digital marketing metrics are as well as how to measure and use them. Beyond the basics, it provides a practical framework for achieving marketing, media and advertising objectives. This insightful and in-depth book also features interviews with experts and real-life case studies to help marketers navigate the digital world and to better understand and demonstrate the value of digital marketing.

ISBN: 113734069X (electronic bk.)

Source: 681066Palgrave Macmillanhttp://www.palgraveconnect.comSubjects--Topical Terms:

208232
Internet marketing.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415.1265 / .F58 2014

Dewey Class. No.: 658.8/720727

How to measure digital marketing :metrics for assessing impact and designing success /
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505 0 $a 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 360ʻ Communication to Integrated Marketing Communication (IMC) -- 8. Digital Dashboard: a Necessary Tool to Monitor Progress and Drive Predictive Marketing -- Conclusion.
520 $a Digital marketing has become a necessity for almost all companies and organizations across the globe. However, few companies measure the effectiveness of their campaigns and so the return on investment debate continues. How to Measure Digital Marketing explains how to assess the success of a digital marketing campaign by demonstrating what the digital marketing metrics are as well as how to measure and use them. Beyond the basics, it provides a practical framework for achieving marketing, media and advertising objectives. This insightful and in-depth book also features interviews with experts and real-life case studies to help marketers navigate the digital world and to better understand and demonstrate the value of digital marketing.
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