How to Measure Digital Marketing

Laurent Florès

in Palgrave Macmillan Books from Palgrave Macmillan

Date: 2014
ISBN: 978-1-137-34069-6
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Chapters in this book:

Definitions of and actors involved in digital marketing’s return on investment

Laurent Florès

The digital market and the main objectives of digital marketing

Laurent Florès

The different types of metrics and KPIs available: “quantitative” vs. “qualitative”

Laurent Florès

Measuring paid media

Laurent Florès

Measuring owned media

Laurent Florès

Measuring earned media

Laurent Florès

From 360° communication to integrated marketing communication

Laurent Florès

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

Laurent Florès

Conclusion and future prospect

Laurent Florès

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Persistent link: https://EconPapers.repec.org/RePEc:pal:palbok:978-1-137-34069-6

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DOI: 10.1057/9781137340696

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