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Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)

In: How to Measure Digital Marketing

Author

Listed:
  • Laurent Florès

Abstract

The relative measurability and immediacy of digital media can give advertisers the impression that it is comparatively simple to monitor their effectiveness.

Suggested Citation

  • Laurent Florès, 2014. "Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)," Palgrave Macmillan Books, in: How to Measure Digital Marketing, chapter 0, pages 218-237, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-34069-6_8
    DOI: 10.1057/9781137340696_8
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