'This book is THE definitive guide to help all marketers value their digital efforts and accelerate their digital transformation.' -Frederic Colas, Co-founder of P&G Worldwide Digital Marketing Department of Fullsix Group and of Fast-Up Partners 'Laurent is one of the sharpest minds in the digital marketing business and this book reflects his deep understanding of the digital measurements opportunity.' -Pete Blackshaw, Global Head of Digital and Social Media, Nestle; SA Winner of 2009 "Great Minds" award by Advertising Research Foundation 'Data is not all that important. It is what you do with data that's important. Using key business frameworks like AIDA, Laurent simplifies the complex data world and helps you unlock the value from your analytics investment.' -Avinash Kaushik, Author of Web Analytics 2.0, Web Analytics: An Hour A Day 'The book balances theory with practical measurement advice. Laurent also captures the significant shift to digital-enabled, one-to-one dialogues that marketers must deliver to be successful. This book deserves a place on your book shelf.' -Rex Briggs, CEO, Marketing Evolution; Author of SIRFs Up: The Story of How Spend-To-Impact Response Functions (SIRFs), Algorithms and Software Are Changing the Face of Marketing 'We are in need of some systematic and thorough thinking about how to measure the impact of digital marketing. Laurent Flores's book does just that. I highly recommend this book to both academic and practitioner audiences in marketing.' -Dr Dominique Hanssens, Bud Knapp Distinguished Professor of Marketing, UCLA
Über den Autor und weitere Mitwirkende
Laurent Flores is Founder of CRM Metrix, a Digital Marketing Analytics Company which is now part of MetrixLab, where he advises international brands on their digital strategy and marketing development and ROI. He has written for and advised publications including La Tribune, Marketing Magazine, LCI (TV), the NY Times, and websites such as Imediaconnection.com. He speaks regularly at both academic and business conferences such as AMA, Admap, ARF and ESOMAR. As well as his business profile, Laurent Flores holds a PhD in marketing and teaches at INSEEC Business School, Paris. He has been a permanent Professor at Fordham University New York, Universite Paris II Pantheon-Assas, and a Visiting Professor at HEC Paris and EADA. He sat on the advisory board for numerous professional associations, including ESOMAR (worldwide leading marketing research association) and was elected for the first elected Board of Directors of WOMMA, the Word of Mouth Marketing Association (2006). He is currently on the board of Adetem, the French Marketing National Association.