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Yes We Did!: An Inside Look at How Social Media Built the Obama Brand by Rahaf Harfoush

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13. Analytics and Online Ads

DRIVING AND MEASURING TRAFFIC

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WHILE THE CAMPAIGN WAS EXPERIMENTING with new and innovative applications of social networking tools, the new media team was focused on delivering results. The online advertising and analytics departments worked tirelessly to achieve this goal. Online Ads placed banners, text ads, and display ads all over the web to drive traffic to Obama’s website. The analytics team studied everything from page views to email open rates to provide an overall snapshot of new media performance. In this chapter, we’ll look at the strategies behind driving and measuring traffic on a dynamic site like

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