How to measure digital marketing : metrics for assessing impact and designing success / Laurent Florès
- Florès, Laurent
- Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2014.
- Physical Description:
- xvi, 255 pages ; 23 cm
- Machine generated contents note: pt. 1 Devising a measure of effectiveness applicable to digital marketing -- 1.Definitions of and actors involved in digital marketing's return on investment -- 2.The digital market and the main objectives of digital marketing -- pt. 2 From the design to the implementation of a digital marketing effectiveness measure -- 3.The different types of metrics and KPIs available: "quantitative" vs. "qualitative" -- 4.Measuring paid media -- 5.Measuring owned media -- 6.Measuring earned media -- pt. 3 Digital marketing in the service of brand and business development -- 7.From 360° communication to integrated marketing communication -- 8.Digital dashboards: a tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC) -- 9.Conclusion and future prospects.
- 9781137340689 and 1137340681
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 12140831