This book will change the mental model you bring to the analytics game, teach you to do more with data and help you create a data-driven organization.
Digital media has proven to be very effective for direct response strategies. It has brought great benefits to eCommerce and lead generation business models, thanks to its efficiency and accountability. But there is also a limitless opportunity to use digital media to create and nurture relationships between your brand and your customers. We used to think about branding in terms of reach and its impact on sales, but through digital media, there is now an extraordinary chance to engage and connect with your audience throughout the entire purchase process.
Authors Enrique Quevedo, Daniel Besquin and Michelle Read create a comprehensive measurement framework to help shape the mindset of the next generation of digital brand marketers and enable them to focus not only on brand exposure and its impact on sales, but also on the brand experience they can now create using digital media, and its impact on long term profitability.
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