{"id":313,"date":"2019-07-03T14:51:55","date_gmt":"2019-07-03T14:51:55","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/outcome-measuring-marketing-communication-effectiveness\/"},"modified":"2019-07-03T14:51:55","modified_gmt":"2019-07-03T14:51:55","slug":"outcome-measuring-marketing-communication-effectiveness","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/outcome-measuring-marketing-communication-effectiveness\/","title":{"raw":"Outcome: Measuring Marketing Communication Effectiveness","rendered":"Outcome: Measuring Marketing Communication Effectiveness"},"content":{"raw":"\n<h2>What you'll learn to do: explain common tools used to measure marketing communication effectiveness<\/h2>\nAfter all the creativity, work, blood, sweat, and tears that go into a successful marketing campaign, your work is not done until you have measured the campaign's impact to learn&nbsp;where it succeeded and where it didn't. Every&nbsp;campaign represents a significant investment of resources, so if you don't take the time to learn from your campaign before moving on, you are losing a substantial part of that investment. Also, an effective campaign may contain tactics that you can use again\u2014but you'll want to know which ones worked. Think about it: every campaign you run can make you smarter!\n\nThe specific things you\u2019ll learn in this section include:\n<ul>\n\t<li>Discuss the importance of measuring marketing communication effectiveness<\/li>\n\t<li>Identify key performance indicators (KPIs) that are useful for measuring the effectiveness of marketing communications<\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\n<ul>\n\t<li>Reading: Measuring Marketing Communication Effectiveness<\/li>\n\t<li>Self Check:&nbsp;Measuring Marketing Communication Effectiveness<\/li>\n<\/ul>\n","rendered":"<h2>What you&#8217;ll learn to do: explain common tools used to measure marketing communication effectiveness<\/h2>\n<p>After all the creativity, work, blood, sweat, and tears that go into a successful marketing campaign, your work is not done until you have measured the campaign&#8217;s impact to learn&nbsp;where it succeeded and where it didn&#8217;t. Every&nbsp;campaign represents a significant investment of resources, so if you don&#8217;t take the time to learn from your campaign before moving on, you are losing a substantial part of that investment. Also, an effective campaign may contain tactics that you can use again\u2014but you&#8217;ll want to know which ones worked. Think about it: every campaign you run can make you smarter!<\/p>\n<p>The specific things you\u2019ll learn in this section include:<\/p>\n<ul>\n<li>Discuss the importance of measuring marketing communication effectiveness<\/li>\n<li>Identify key performance indicators (KPIs) that are useful for measuring the effectiveness of marketing communications<\/li>\n<\/ul>\n<h3>Learning Activities<\/h3>\n<ul>\n<li>Reading: Measuring Marketing Communication Effectiveness<\/li>\n<li>Self Check:&nbsp;Measuring Marketing Communication Effectiveness<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-313\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Measuring Marketing Communication Effectiveness. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":141992,"menu_order":23,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Measuring Marketing Communication Effectiveness\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"40bdbf35-8702-4288-884a-d9bbeff051e4","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-313","chapter","type-chapter","status-publish","hentry"],"part":290,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/313","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/users\/141992"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/313\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/parts\/290"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/313\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/media?parent=313"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=313"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/contributor?post=313"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/license?post=313"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}