How to Measure Digital Marketing - Laurent Flores

How to Measure Digital Marketing
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Autor: Laurent Flores

 Wydawnictwo: Palgrave Macmillan
ISBN: 9781137340689
EAN:
Format: ...
Oprawa: twarda
Stron: 272
Data wydania: 2013-12-01
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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. 'This book is THE definitive guide to help all marketers value their digital efforts and accelerate their digital transformation.' -Frederic Colas, Co-founder of PG Worldwide Digital Marketing Department of Fullsix Group and of Fast-Up Partners 'Laurent is one of the sharpest minds in the digital marketing business and this book reflects his deep understanding of the digital measurements opportunity.' -Pete Blackshaw, Global Head of Digital and Social Media, Nestle; SA Winner of 2009 "Great Minds" award by Advertising Research Foundation 'Data is not all that important. It is what you do with data that's important. Using key business frameworks like AIDA, Laurent simplifies the complex data world and helps you unlock the value from your analytics investment.' -Avinash Kaushik, Author of Web Analytics 2.0, Web Analytics: An Hour A Day 'The book balances theory with practical measurement advice. Laurent also captures the significant shift to digital-enabled, one-to-one dialogues that marketers must deliver to be successful. This book deserves a place on your book shelf.' -Rex Briggs, CEO, Marketing Evolution; Author of SIRFs Up: The Story of How Spend-To-Impact Response Functions (SIRFs), Algorithms and Software Are Changing the Face of Marketing 'We are in need of some systematic and thorough thinking about how to measure the impact of digital marketing. Laurent Flores's book does just that. I highly recommend this book to both academic and practitioner audiences in marketing.' -Dr Dominique Hanssens, Bud Knapp Distinguished Professor of Marketing, UCLA

Książka "How to Measure Digital Marketing"
Laurent Flores