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Setting and Measuring Digital Campaign Goals

In: Taking Down Goliath

Author

Listed:
  • Kevin M. Ryan
  • Rob Spider Graham

Abstract

If you don’t know where you are going, any road will get you there , said Lewis Carroll. This goes for marketers too. There’s an old story about a guy who’s out walking his dog one night when he sees another man walking around in circles underneath the streetlight and looking down at the ground. So the dog walker approaches him and says “Did you lose something, friend?” “Yes,” the other man replies. “I dropped my wallet!”

Suggested Citation

  • Kevin M. Ryan & Rob Spider Graham, 2014. "Setting and Measuring Digital Campaign Goals," Palgrave Macmillan Books, in: Taking Down Goliath, chapter 0, pages 31-47, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44421-9_3
    DOI: 10.1057/9781137444219_3
    as

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