The Interactive Marketing Metrics You Need

How To Measure The Results Of Your Interactive Campaigns

by Rebecca Jennings

Executive Summary (This is a document excerpt)

With interactive marketing forecast to grow 17% in Europe this year and 32% in the US, the reliance of marketers on these channels becomes increasingly obvious. But with increased spend comes increased expectations; tracking results through basic measures such as click-throughs won't be sufficient. Interactive marketers need to progress from using these simple operational measures to looking at overall customer engagement with their messaging. In most cases, this will require working with a number of measurement and tracking vendors.

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NOTES & RESOURCES

The Marketing Metrics That Matter

Marketers Must Take A Cumulative Approach To Measurement

Reach Metrics Offer A Good — But Shallow — Starting Point

Efficiency Metrics Measure Relative Channel Effectiveness

Consumer Metrics Demonstrate Response To Marketing Influences

Cross-Channel Metrics Serve Today's Advanced Interactive Marketer

New Measurement Types Will Appear For New Media

Reach Out To Vendors For Actionable Tracking And Reporting

recommendations

Make Metrics Work For You By Focusing On Relevance

Forrester analyzed data from Forrester's European Technographics® Benchmark Survey, Q2 2007

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This document falls under the following categories. Click on a link below to find similar documents.

Technology:	Interactive Marketing, Marketing & Advertising, Marketing Measurement
Geography:	Europe, North America

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