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

by Flores, Laurent

• ISBN13: 9781137340689
• ISBN10: 1137340681
• Format: Hardcover
• Copyright: 2014-01-13
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

Laurent Flores is Founder and Director of CRM Metrix, a Digital Marketing Analytics Company, now part of MetrixLab, where he leads commercial strategy whilst also consulting for key clients such as L'Oréal, Ferrero, Proctor and Gamble, and Coca-Cola. He has written for and advised publications including La Tribune, Marketing Magazine, CB News, Stratégies, LCI (TV), the New York Times, International Herald Tribune, Times of India, and websites such as Imediaconnection.com and influencia.com. He speaks regularly at 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 (Barcelona). 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.

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