May 11, 2017
9:00 AM - Plymouth
The access to freely available analytics data and the increasing demands on modern marketers to continually demonstrate positive returns has led to a surge in the use of metrics. However, the real value of these is often vague.
In this workshop, we discuss the differences between metrics and analytics and consider which may be most relevant for your organisation.
We consider recent research findings on the use of metrics and discuss the integration of offline and online metrics and analytics. In particular, we explore the use of digital marketing metrics and the measurement of social media activity.
Furthermore, the implications on resources for the compilation and analysis can result in inappropriate metrics being measured and reported upon. We also investigate how this process could be managed more effectively.
Finally, we put forward suggestions regarding the use of inexpensive external analytics resources to enhance your overall marketing performance.
Whilst this workshop considers metrics from a ‘practical’ perspective, it is also supported with relevant theories and research.
CPD category: Insights
Duration: 3.5 hours
Registration is from 09:00; the event starts at 09:30 and finishes at 13:00. If you are a non-EU resident, please contact the Network Support team to make your booking