Abstract
The relative measurability and immediacy of digital media can give advertisers the impression that it is comparatively simple to monitor their effectiveness.
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Notes
See Davenport, T.H. and Harris, J.G. (2009) Competing on Analytics: The New Science of Winning, Harvard Business School Press.
Accenture (2010) “Onward and up: how marketers are refocusing the front office for growth,” Figure 9, www.accenture.com/us-en/Pages/insight-refocusing-marketing-front-office-growth-summary.aspx.
In terms of the validity of the measurement, do they really measure what they are supposed to? The click-through rate, as we have seen, is often unsuited to attention/awareness objectives, for example.
WFA, World Federation of Advertisers, www.wfanet.org.
Extract from Davenport, T. (2013) “How P&G presents data to decisionmakers”, HBR Blog Network, April 4, http://blogs.hbr.org/cs/2013/04/how_p_and_g_presents_data.html.
Nichols, W. (2013) “Advertising Analytics 2.0,” Harvard Business Review, March, www.marketshare.com/insights/blog/305-advertising-analytics-2-0-via-harvard-business-review. Nichols provides the quote from Nate Silver.
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© 2014 Laurent Florès
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Florès, L. (2014). Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC). In: How to Measure Digital Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9781137340696_8
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DOI: https://doi.org/10.1057/9781137340696_8
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