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B2B Digital Marketing: Using the Web to Market Directly to Businesses by Michael Miller

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19. Qualifying Results

Not all digital marketing activities can be quantitatively analyzed. Some activities, especially those in the social media realm, yield more qualitative results. With these activities, numbers (if indeed numbers do exist) do not tell the whole story; it’s more about how the marketing activity enhances customer relationships.

How can one qualitatively judge the performance of these select digital marketing activities? It’s all about evaluating customer engagement.

Analyzing Social Media

In the previous chapter, we learned how to quantitatively measure the performance of your digital marketing activities. There’s a lot of things you can count, and they all count.

Social media, however, is a bit of a different beast. Yes, ...

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