A question of measurement

Vazquez, Ricky
November 2009
PRWeek (London);11/6/2009 Digital PR Supplement, p23
Trade Publication
The article focuses on the need for public relations firms to consolidate in creating parameters for evaluating the effectiveness of digital campaigns. The author says that measuring effectiveness along with output is considered important in gaining a percentage of marketing budgets as companies reevaluate budgets and examine return on investments. Data from social software company Mzinga revealed that 79% of social media campaigns are not measured.


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