Social Media Marketing All-in-One For Dummies, 4th Edition

Chapter 6

Comparing Metrics from Different Marketing Techniques

IN THIS CHAPTER

Comparing metrics among social media

Integrating social media metrics with web metrics

Analyzing social media with advertising metrics

Comparing social media with other online marketing

By now, you may be asking yourself whether web metrics (the science of measurement) are worth the trouble. They certainly matter if you have a business with a finite amount of time, money, or staff — which covers just about every business.

Metrics aren’t about determining whether your company is the best in any particular marketing or advertising channel. They’re about deciding which channels offer your company the best value for achieving your business objectives. Not to denigrate your instinct, but metrics are simply the most objective way to optimize your marketing effort.

Marketing isn’t rocket science. If your metrics show that a particular tactic is working, keep doing it. If they show it isn’t working, try something ...