How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success

How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success

by L. Flores

Paperback(1st ed. 2014)

$44.99
View All Available Formats & Editions
Choose Expedited Shipping at checkout for guaranteed delivery by Wednesday, November 21

Product Details

ISBN-13: 9781349464883
Publisher: Palgrave Macmillan UK
Publication date: 01/01/2014
Edition description: 1st ed. 2014
Pages: 255
Product dimensions: 5.98(w) x 9.02(h) x (d)

About the Author

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.

Table of Contents

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

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews