Posts by Chris Murdough
Performance accountability for upper-funnel campaigns
Great attributes of digital marketing campaigns are the inherent track-ability of the Web and the performance transparency possible by tying explicit business measures such as leads or transactions resulting from a digital media investment. But, sometimes campaigns are not focused on direct response, but rather influencing upper-funnel stages such as awareness and consideration. When this [...]
// read more5 Steps to Social Measurement Success
There’s a lot of excitement and optimism around social media’s potential for marketers – it’s where some attractive audience segments are starting to amass after all – but, just like any marketing medium, measurement is a critical component to success. Social media measurement is quite immature – just as Web analytics was back in the [...]
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