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Measuring the results of a digital marketing program

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There are plenty of steps to take in creating a successful digital marketing program, but what about measuring your results? Here, in Hoover's All Business blog, Gini Dietrich, CEO at marketing company Arment Dietrich, says measuring such trendy things as return on engagement or influence is "baloney." Dietrich would like you to employ metrics of a harder sort, things that form the basis of credibility and influence. She suggests you start with four simple tools: Web analytics solutions Google Analytics and Clicky; some form of CRM process, even if it's just logging data on a spreadsheet; and a content management system on your website or blog.
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