Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)

Laurent Florès

Chapter Chapter 8 in How to Measure Digital Marketing, 2014, pp 218-237 from Palgrave Macmillan

Abstract: Abstract The relative measurability and immediacy of digital media can give advertisers the impression that it is comparatively simple to monitor their effectiveness.

Keywords: Executive Summary; Monitoring Objective; Pilot Stage; AIDA Model; Credit Card Transaction (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34069-6_8

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DOI: 10.1057/9781137340696_8

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