BOOK REVIEW: How to measure digital marketing

Author: Laurent Florès
Publisher: Palgrave Macmillan
Reviewer: David Richter, Marketing Manager at Octopus HR Software

These days almost all businesses use digital media as part of their marketing efforts. Yet despite its early promise as the most accountable of all forms of media many companies fail to measure their digital marketing campaigns effectively.

This book provides a logical framework for businesses to measure the effectiveness of digital marketing and looks at which metrics provide effective measures at each stage of the AIDA model. While it frequently mentions ROI it serves as a useful reminder that, try as we might, it’s not always possible to attribute an accurate financial return for all marketing activity but that’s not the only metric that matters. Throughout the book the theory is supplemented with relevant case studies and interviews with industry experts.