Tracking marketing performance
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Out of the three marketing categories discussed in this lesson (owned, earned, paid), pick the category you believe has the strongest data available for tracking marketing performance and explain why. Identify one brand or campaign that would rely the most on the data from that category and choose the ROI measurement that best applies to that category.
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Solution Summary
The category of marketing for which strongest data is available is discussed in a structured manner in this response. The related references are also provided.
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Out of the three marketing categories discussed in this lesson, the category I believe has the strongest data available for tracking marketing performance is owned marketing category. Owned marketing property means online property owned and controlled by the marketer such as a website, social media channel, or a blog. Increasing the number of owned media channels means more potential to reach customers.
The owned media has the strongest data available for tracking marketing performance because the data generated is in-house and the company knows exactly how the marketing has performed. For example, the company can know exactly how many clicks occurred on its website, how many people browsed through the content on the website, and how many orders were placed on the website. Similarly, the company knows exactly how many people visited its blog and used the coupon on the blog to make purchases. The company is not dependent on an outside company for getting its data. The owned marketing ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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