Foreword PART I: DESIGNING A MEASURE FOR EFFECTIVE DIGITAL MARKETING 1. Definitions and Users of Effectiveness Metrics in Digital Marketing 2. The Market of Digital Marketing and the Main Objectives of Digital Marketing PART II: FROM DESIGN TO IMPLEMENTATION 3. The Different Types of Metrics and KPIs Available: "Quantitative" and "Qualitative" Metrics 4. Measuring "Paid Media" 5. Measuring "Owned Media" 6. Measuring "Earned Media" PART III: USING DIGITAL MARKETING TO DEVELOP THE BRAND AND ITS BUSINESS 7. From 360 Degrees Communication to Integrated Marketing Communication (IMC) 8. Digital Dashboard: a Necessary Tool to Monitor Progress and Drive Predictive Marketing Conclusion
LAURENT FLORES Founder of CRMMETRIX, a company that specializes in measuring digital marketing effectiveness for Fortune 500 companies worldwide from its New York, Cincinnati, Paris and Singapore offices. Dr. Flores is Professor of Marketing at INSEEC Business School.
'This book is THE definitive guide to help all marketers value their digital efforts and accelerate their digital transformation.'
-Frederic Colas, Co-founder of P&G Worldwide Digital Marketing Department of Fullsix Group and of Fast-Up Partners
'Laurent is one of the sharpest minds in the digital marketing business and this book reflects his deep understanding of the digital measurements opportunity.'
-Pete Blackshaw, Global Head of Digital and Social Media, Nestle; SA Winner of 2009 "Great Minds" award by Advertising Research Foundation
'Data is not all that important. It is what you do with data that's important. Using key business frameworks like AIDA, Laurent simplifies the complex data world and helps you unlock the value from your analytics investment.'
-Avinash Kaushik, Author of Web Analytics 2.0, Web Analytics: An Hour A Day
'The book balances theory with practical measurement advice. Laurent also captures the significant shift to digital-enabled, one-to-one dialogues that marketers must deliver to be successful. This book deserves a place on your book shelf.'
-Rex Briggs, CEO, Marketing Evolution; Author of SIRFs Up: The Story of How Spend-To-Impact Response Functions (SIRFs), Algorithms and Software Are Changing the Face of Marketing
'We are in need of some systematic and thorough thinking about how to measure the impact of digital marketing. Laurent Flores's book does just that. I highly recommend this book to both academic and practitioner audiences in marketing.'
-Dr Dominique Hanssens, Bud Knapp Distinguished Professor of Marketing, UCLA