Measuring publicity results is considered one of America's great past times. Organizations love to know how well their news releases performed. They love clips and clip reports and pass-along readership impression numbers and the previously mentioned advertising value equivalencies. They love metrics and dashboards and...
If you frequently, or even occasionally, use Google Analytics to monitor, assess and analyze your website traffic, you have likely noticed a new phrase in the key words section recently. (If you are not currently using Google Analytics to better understand your website traffic, you...
Measuring marketing campaigns is key to determining if you should continue a campaign and necessary when showing upper management the value of marketing. The first step is setting measurable objectives and ensuring each marketing strategy has measurement metrics in place. Following are six simple ways to...
Is mass media advertising dead? Are there so many targeted options that I shouldn’t use it? Conversely, is mass media so splintered and difficult to measure that I shouldn’t use it? (e.g. broadcast, cable and satellite television) Associate Vice President, University Communications and Marketing _______________________________________________________________________ ...
