From the course: Building an Integrated Online Marketing Plan
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Measuring the right things
From the course: Building an Integrated Online Marketing Plan
Measuring the right things
- [Instructor] What makes an overall campaign successful, as well as your business strategy is measuring the right metrics that help you learn how you can improve your campaigns and adjust, because it provides direct actionable information that points you to actions you can take to improve your campaigns. So what do we measure? First off, key performance indicators. These are the metrics that surround the entire campaign but they provide an indicator of how things are going. They may not provide a direct count of success but it's all of the surrounding information that points us towards the direction. Engagement tells us how much people are interacting with our content. But we need to look at it in terms of how it's contributing to the overall campaign and ultimately, to our business objectives. Our ultimate measurements are how well we are increasing in our business objectives of sales, gaining leads, increasing registrations for gathering email addresses from subscriptions. In a…
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