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Abunassar mentioned the influence of urgency in today’s business environment. As a result, tracking methods have shifted from analyzing final campaign metrics to monitoring progress in real time. “When you are running a multi-channel, multi-touch campaign, people expect multi-dimensional results,” Abunassar said. “A truly effective multi-channel campaign will feature a user dashboard that will present results from all programs, online and offline, in real time. This provides marketers with the ability to change a program ‘on the fly’ and improve the response rates, conversion rates and overall effectiveness of a campaign.”
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- Companies:
- Webb/Mason
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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