Maybe not. But it’s not your fault because there are simply too many things to look at one single campaign. What we need to do before looking at the numbers to make sure that we know what we mean by customer value. From the perspective of IMC analyst, I found two relevant articles that will help you think right and measure right.
- Use data to improve value
- Align communication goals with business goals
- Don’t manipulate data, interpret it
I’m Hongyu, graduate student in Integrated Marketing Communications program in Northwestern University and my major focus is on marketing analytics. It’s my pleasure to contribute to the marketing analytical community and bring new thoughts into the conversation. And I endeavor to exploit more potential on data analytics in the field of digital media.