How to Measure Digital Marketing

Part 1. Devising a measure of effectiveness applicable to digital marketing

1. Definitions of and actors involved in digital marketing’s return on investment
Laurent Florès

2. The digital market and the main objectives of digital marketing
Laurent Florès

Part 2. From the design to the implementation of a digital marketing effectiveness measure

3. The different types of metrics and KPIs available: “quantitative” vs. “qualitative”
Laurent Florès

4. Measuring paid media
Laurent Florès

5. Measuring owned media
Laurent Florès

6. Measuring earned media
Laurent Florès

Part 3. Digital marketing in the service of brand and business development

7. From 360° communication to integrated marketing communication
Laurent Florès

8. Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)
Laurent Florès

9. Conclusion and future prospect
Laurent Florès

Keywords: Business and Management, Marketing, Market Research/Competitive Intelligence, e-Business/e-Commerce