Integrating Metrics Across the Marketing Curriculum (19/20)

This article goes into the measurement of marketing efforts done through social media. It shows how organizations can benefit from the analytics and use them to be more successful with social media. This article also discusses the growing relevance of marketing metrics, reviews the metrics currently available for digital and social media, provides two real-world examples of organizations using digital and social media metrics to drive strategic marketing decisions (especially integrated marketing communication decisions) and offers both suggestions for how to weave more digital and social media quantitative analysis and critical thinking skills into our marketing courses and examples of student work using social media tools.

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