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The Rules of Measurement

Digital measurement tools provide a wealth of useful statistical and analytical information about how, when and where customers interact and engage with your brand online. The previous article briefly illustrates how a measurable digital campaign can keep the financial department satisfied that advertising budgets are being spent wisely (and improve marketing’s reputation!). However, one of […]

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Marketing Hype versus Measurable Results

Marketing departments have long had a ill-deserved reputation for being spoofers; making outrageous claims, embellishing a product descriptions and claiming every increase in sales figures in a bid to justify their advertising budgets. This was often due to the difficulty of accurately measuring how much a particular advertisement has influenced a customer’s decision to purchase, […]

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The Dark Side of Monitoring and Measurement

There are several ways that unscrupulous companies or digital agencies can immorally obtain or misrepresent information about online engagement. These methods include misrepresentation of their audience or fans and obtaining information using unethical or even illegal means. The right way to go about improving your online presence is to create content that is valuable and […]

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