The latest advances in online tracking give b2b marketers access to a wealth of data that can be used to analyse the success of marketing communications campaigns. Yet in reality it is often a case of information overload, and in many cases the ready availability of digital analytics has resulted in higher expectations at board level when it comes to justifying spend on PR and other offline marketing tactics.
In this new webinar, Jenny discusses how b2b marketers should measure success on an ongoing basis as part of a culture of continuous improvement. She first looks at the theory behind evaluation and progress in the global PR industry since the Barcelona Principles were published back in 2010. She then gives practical examples as to how time-poor b2b marketers can start to implement best practice evaluation within an organisation, with a particular focus on measuring the success of integrated campaigns.