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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 7: Tracking a Mobile Marketing Campaign

In This Chapter

check.png Understanding the measurement and analysis of mobile marketing campaigns

check.png Setting up databases, profiles, and CRM systems

check.png Collecting data and analyzing reports

check.png Calculating return on investment (ROI)

Measuring and tracking the results of your marketing programs, including both your direct and mobile-enabled traditional marketing programs, are an essential part of your job as a marketer. Over the last few years, marketers have been put under a significant amount of pressure to demonstrate a return on investment for the organizational resources they consume. Return on investment (ROI) is the measurement of dollars received for every dollar invested. Moreover, lately, marketers are starting to measure return on engagement, that is, how much value is created with each interaction with a person. In other words, you need to show the value of your effort and demonstrate how those efforts contribute to meeting the company’s goals and objectives.

Mobile analytics provide valuable insights into the performance of your mobile campaigns. ...

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