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12. Respect and Anticipate Community and... > Measurement as a Diagnostic

Measurement as a Diagnostic

One great aspect of a measurement program is the window it gives your marketing round into stakeholder activity. Although there will be unexplainable, temporary shifts, measurement programs can show, overall, when stakeholders are changing their media use and behavior.

Discussing those behavior changes as a regular part of your marketing round conversation makes sense. For example, armed with that information, your advertising and social media teams can together make a progressive decision on how to approach Social TV.

To effectively monitor your stakeholders’ media use, we recommend building a dashboard that measures traffic sources and events on your Web site. Here are some tips to get started:

• Use your web analytics package to measure sources of traffic.


  

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