How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success
- 3h 48m
- Laurent Florès
- Palgrave Macmillan Ltd
- 2014
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.
About the Author
Laurent Flores is Founder of CRM Metrix, a Digital Marketing Analytics Company which is now part of MetrixLab, where he advises international brands on their digital strategy and marketing development and ROI. He has written for and advised publications including La Tribune, Marketing Magazine, LCI (TV), the NY Times, and websites such as Imediaconnection.com. He speaks regularly at both academic and business conferences such as AMA, Admap, ARF and ESOMAR.
As well as his business profile, Laurent Flores holds a PhD in marketing and teaches at INSEEC Business School, Paris. He has been a permanent Professor at Fordham University New York, Université Paris II Panthéon-Assas, and a Visiting Professor at HEC Paris and EADA. He sat on the advisory board for numerous professional associations, including ESOMAR (worldwide leading marketing research association) and was elected for the first elected Board of Directors of WOMMA, the Word of Mouth Marketing Association (2006). He is currently on the board of Adetem, the French Marketing National Association.
In this Book
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Definitions of and Actors Involved in Digital Marketing's Return on Investment
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The Digital Market and the Main Objectives of Digital Marketing
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The Different Types of Metrics and KPIs Available—“Quantitative” vs. “Qualitative”
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Measuring Paid Media
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Measuring Owned Media
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Measuring Earned Media
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From 360° Communication to Integrated Marketing Communication
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Digital Dashboards—A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)
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Conclusion and Future Prospects
