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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Jason Burby, Shane Atchison

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06MEASURE WHAT MATTERS

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INTRODUCTION

How do you know if you’re making progress on your goals? You have to measure things that specifically ladder up to them. That’s not always as simple a task as it seems. Today we have access to a huge amount of digital data—but much of it is one step removed from actual success: social media metrics, mobile usage statistics, and even media performance. Very often, easy measurements can mislead you into believing you’re doing well (page views are up 100%) when you’re not (but nonetheless sales have dropped 40%). ...

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