How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Success
De (autor) L. Floresen Limba Engleză Carte Hardback – 16 Dec 2013
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Specificații
ISBN-13: 9781137340689
ISBN-10: 1137340681
Pagini: 255
Ilustrații: black & white illustrations, black & white tables, figures
Dimensiuni: 152 x 229 x 25 mm
Greutate: 0.45 kg
Ediția: 2014
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării: London, United Kingdom
ISBN-10: 1137340681
Pagini: 255
Ilustrații: black & white illustrations, black & white tables, figures
Dimensiuni: 152 x 229 x 25 mm
Greutate: 0.45 kg
Ediția: 2014
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării: London, United Kingdom
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Cuprins
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
Recenzii
'This
book
is
THE
definitive
guide
to
help
all
marketers
value
their
digital
efforts
and
accelerate
their
digital
transformation.'
-Frédéric Colas, Co-founder of P&G 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, Nestlé; 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
-Frédéric Colas, Co-founder of P&G 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, Nestlé; 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
Notă biografică
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.