Theorem’s senior engagement manager, Mary Beth Sousa, explains the best practices for capturing the right data and measuring success in your digital campaign.
Most marketers would agree that there are really only a few measures that matter: sales lift, new accounts, and if you’re a business-to-business company, customer engagement. But marketers are still measuring that broad range of traditional digital metrics like impressions, conversions, website visits, even downloads.
In her first post for the new Theorem digital issues discussion space, the firm’s director of marketing Lisa Meyer reflects on learnings from two recent but very contrasting content marketing endeavors.
In the area of content marketing, a great way to think about where today’s marketing efforts are headed is to look at two examples of campaigns – one of which is generally taken to be a success, and the other one, the opposite.