measurement

The Importance of Measuring the Effectiveness of Your Social Media Branding

Posted by Robert Davis (FCIM) on November 25, 2013 in measurement, Robert Davis |No Comments

The final chapters in Social Media Branding focus on Measuring the Effectiveness of Your Social Media Branding. There is no use have a brand unless it is not effective. We talk about the important of channels of interaction engagement through two models. We extend the branding model to include interactivity across channels of interaction. To do […]

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comScore and Brave New World: Measurement

Posted by Robert Davis (FCIM) on February 5, 2013 in comscore, Digital Marketing, LOOP Model, measurement |No Comments

Placing the importance on measurement: I agree comScore. See also the work from 2003 in this space culminating in: Robert Davis and Laszlo Sajtos (2008), “Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media.” Journal of Advertising Research 48 (3): 375–391 . Just the start and can be extended to many channels coupled. From comScore […]

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