Measuring the effectiveness of digital marketing

background

Published by Cairn, this book deepens the measurement of the effectiveness of digital marketing, in particular the calculation of ROI (return on investment), which is now a crucial part of business marketing budgets. This third edition is updated with the latest trends and tools.

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Issues of the theme

• ROI calculation : Determine the return on investment to assess the effectiveness of digital campaigns.
• Use of web analytics and other digital tools : Master analytical tools to optimize digital marketing strategies.
• Understanding the buying journey and cross-media impact : Analyze consumer behavior across various channels to adjust campaigns effectively.

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Summary

This book training is essential for marketing managers who need to justify digital marketing expenses with quantifiable returns. By exploring the specificities of ROI in digital, including the impact of cross-media campaigns, conversion attribution, web analytics, shopping journey modeling, Video GRPS, and the use of social networks, this enhanced edition offers a comprehensive view of current methods and tools. The author, with nearly 20 years of experience in the digital field, shares his knowledge through real business cases and expert contributions, making this resource particularly rich for those seeking to optimize their digital marketing strategies. Integrating this training into your library will ensure that your collaborators have the skills they need to assess and improve the effectiveness of their digital initiatives.

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A word about the publisher

Cairn, a prestigious business and marketing publishing house, is recognized for its ability to synthesize expert knowledge in accessible formats. Their practical application approach allows marketing professionals to stay at the forefront of digital trends and effectively apply advanced measurement and analysis techniques.

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