ABSTRACT
In digital media, everything is likely to be measured, and with accuracy that is sometimes envied by conventional media (the press, radio, and television). At a time when any activity is measurable, with lots of data produced by digital analytics tools, the two fundamental questions are what to measure and how. This chapters aims to explore the digital strategy and where should the efforts of small- and medium-sized enterprises (SMEs) be invested. Every strategy begins setting objectives, a key aspect to consider when trying to measure the effectiveness of online marketing actions, following the SMART Rule.
Digital marketing is not so simple as to define sales as the sole objective. That's why the conversion funnel matters. In this funnel, they use several different metrics for different digital areas: Web (also e-Commerce), Social Media, Newsletters, and Mobile Apps. Analyzing and reporting gives an idea of what a web analytics and social media report should analyze and the role of Business Intelligence Dashboards.
Finally, a glossary of tools describes a few reporting tools to monitor the most relevant web and social media metrics.
