Committing To Meaningful Digital Metrics

July 15th, 2009

Emily Riley

With contributors:

Shar VanBoskirk , Thomas Cummings , Emily Bowen

Summary

Online marketers are much more comfortable measuring their direct response campaigns than either brand or social marketing ones in part because they lack useful key performance indicators (KPIs) for brand and social media efforts. In order to measure the value of all types of online campaigns, marketers must move beyond easy metrics to focus instead on ones that indicate brand affinity and ROI.

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