O'Reilly logo

Transmedia Marketing by Anne Zeiser

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 30 Measuring Outcomes

You’re ready to execute your marketing plan, but first you must revisit your goals and objectives to ensure they're measurable and connect to your desired outcomes and impacts.

Why evaluate your project? As the CEO or CMO of your media project, you’re accountable to your content co-creators and co-marketers, stakeholders, and audiences. Evaluation provides evidence-based judgments about the value of strategies or tactics, allowing for mid-process changes and project takeaways that will improve outcomes of future projects.

Measurement of outcomes is an opportunity to track your resonance with your audience, communicate your collective impact back to them, and further drive audience engagement and other impacts, such ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required