When reviewing result data of online advertising, one must separate its two basic components:

• Was the target market successfully and effectively reached?
• Did the campaign influence consumer attitudes, perceptions and behaviors in relation to the brand?

An eMarketer article identifies 5 key points to move forward brand measurement online:

1. The first critical step for marketing executives in developing brand measurement programs is to correctly define their top marketing objectives.
2. Bear in mind that there is no unique measurement system that achieves everything...

Source: emarketer.com

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