Measuring the effectiveness of your digital marketing activities seems straightforward. However, there are quite some difficulties that are often overlooked when evaluating digital marketing campaigns. Examples are cross-over effects between online and offline channels and the attribution of marketing budget over multiple tough points. Please read below some best practices to these kind of complex business situations.
On Emerce Performance the founder of Amsterdam Web Consulting, Olivier van Hees. give an inspiring session about determining the optimal media budget split across channels.
Also watch the video of the event of Screenforce about Media Mix Modelling where Olivier van Hees gave an inspiring sessions about determining the impact of TV and Radio Advertising.