To have a good understanding of how tracking mechanisms enhance the performance of digital marketing campaigns, marketers must establish comprehensive approaches for capturing offline touch points and conversions. This chapter of Econsultancy’s research into the fundamentals of marketing measurement and analytics outlines:
- Key principles: Why getting the foundations of measurement right is essential to the quality of the output and how to ensure the most accurate analysis.
- Channel implementation: An overview of the most common implementations and their configuration requirements.
- Offline interactions: Key questions to ask to determine the impact of cross-media campaigns – on- and offline.