Setting and Measuring Digital Campaign Goals

Kevin M. Ryan and Rob Spider Graham

Chapter Chapter 2 in Taking Down Goliath, 2014, pp 31-47 from Palgrave Macmillan

Abstract: Abstract If you don’t know where you are going, any road will get you there , said Lewis Carroll. This goes for marketers too. There’s an old story about a guy who’s out walking his dog one night when he sees another man walking around in circles underneath the streetlight and looking down at the ground. So the dog walker approaches him and says “Did you lose something, friend?” “Yes,” the other man replies. “I dropped my wallet!”

Keywords: Practical Wisdom; Advertising Campaign; Brand Awareness; Ticket Sale; Landing Page (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44421-9_3

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DOI: 10.1057/9781137444219_3

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