MeasurementDespite all the advancements in technology and newer, smarter metrics tools available in the market, measuring the effectiveness of online marketing and advertising is still a tricky business. There are many complex issues to consider beyond impressions and click-throughs to decipher and understand the dynamics of gaining a true conversion.   Furthermore, the continuous addition of new digital jargons, methodologies and possibilities increases the complexity of analyzing and measuring results that translate into actionable next steps and improvement.

While some marketers can afford sophisticated software, tools, dedicated internal teams and outside partners to analyze their efforts, most are still trying to get the basics of measurement right—the fundamental steps and process. In many cases, the following six steps can create sound marketing and media plans that repeatedly deliver results. Read the rest of this entry »