Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Shane Atchison & Jason Burby

Author:Shane Atchison & Jason Burby [Atchison, Shane & Burby, Jason]
Language: eng
Format: epub, mobi
Publisher: McGraw-Hill Education
Published: 2015-04-21T14:00:00+00:00

INCLUDE BRAND REACH. This is the number of people who know about your brand or product, and how big a conversation they’re having. For example, we talked above about tests for aided and unaided recall, which can help you how many people know about your brand. You should pair that, however, with social sentiment analysis that shows you the volume and depth of your brand conversation. If everyone knows your name but no one is talking about you, that’s a cause for concern. People are well aware of Cracker Jack. Very few of them talk about the brand.

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