Digital Strategy Series - How To Measure Brand Impact Online
from Massachusetts Innovation & Technology Exchange (MITX)
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Thursday, September 18, 2008, 8:00am - 10:00am
Measuring marketing success has been the driving force of Internet advertising. But as brand owners seek to make an impression online, click through rates and action metrics are not as valuable as brand lift or share of voice. In fact, the use of social media can impact a brand with virtually no spending, but measuring that impact is a challenge.
Panelists: Meghan Burns, Senior Analyst, Forrester Research; Elaine Haney, President, Tributes.com
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