For Interactive Marketing Professionals

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	May 29, 2008 (updated May 30, 2008) The Interactive Marketing Metrics You Need How To Measure The Results Of Your Interactive Campaigns by Rebecca Jennings with Shar VanBoskirk, Alice Bresciani	Average: 7  (5 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• The Marketing Metrics That Matter
• Marketers Must Take A Cumulative Approach To Measurement
• Reach Out To Vendors For Actionable Tracking And Reporting

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