How would you rate the digital marketing analytics process at your institution? Is marketing measurement all squared away? If I had to guess your answer, I’d say probably not.
No matter how good you are, you can never check off the analytics box once and for all. Measuring digital marketing performance is not a project. It’s an iterative process.
This process has become complex due to the explosion in the digital marketing landscape. Messaging platforms (Facebook, Twitter, Instagram, Snapchat), channels (social media, digital ads) and new measurement tools have resulted in an ever-changing digital marketing environment over the last decade.