From Clicks to Conversions: A step-by-step Guide to digital campaign measurement
Explanation of the different digital channels where an advertising campaign can be activated and how to decide if it is successful by measuring it using KPIs and Metrics. Channels analysed will be Social Media with an introduction to Social Listening, SEO, Website with an introduction to Google Analytics, eCRM and Paid Media.
Blerina Kolgeci
I did a 1-year internship at Philip Morris International in the Consumer Activation and Insights team for the Global team where I have the opportunity to work on the measurement of all online advertising campaigns, and I would like to introduce all these channels and explain what are the most important KPIs and metrics for each of them. I think that's an increasingly important skill to have not only for marketing students, but also for all other students who want to understand more about it. I am currently a student in the USI Master in Marketing and Transformative Economy.
