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Simon Francis, CEO of Flock Associates, assesses the various options available for measuring integrated marketing effectiveness

by on November 8, 2013 in Advertising, Business, Lead story, Research, Retail, Retail News

Simon Francis, CEO of integration consultancy Flock Associates, assesses the various options available for measuring integrated marketing effectiveness – from

 

Simon Francis, CEO of integration consultancy Flock Associates, assesses the various options available for measuring integrated marketing effectiveness – from digital dashboards to agent-based modelling.

Before we look at the various options for measuring marketing effectiveness let’s consider the ‘dream’ scenario so we can compare each of the options against it.

This is to have a holistic measurement system that has a common currency of measurement across all marketing channels for costs, outputs, and outcomes. Outputs can be considered as a measure of scale, eg. impressions, and outcome is the effect of the outputs eg. awareness or clicks.

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