Inside Asian Gaming
November 2016 inside asian gaming 21 worth? A retweet? A share? A comment? Use unique URLs and phone numbers in your efforts. You’ll get specific information to evaluate each effort. Owned – Again, you don’t have to invest in an expensive tool. Google Analytics will show you how many visitors you have in any period of time (new, unique and return). You’ll also understand how much time each person is spending on the site (and the difference if they’re new or returning). You’ll also understand what parts of your content they’re interested in and perhaps sharing with their networks. Once you start measuring, you can start to understand what is and what isn’t driving business; allowing you to concentrate more on the drivers and less on the efforts that aren’t making a bottom line impact. It’s time to think of media efforts as business drivers and not just brand enhancers. Reprinted with permission of Casino Journal Chatbots can tell patrons how individual slot machines are performing your website. If you’re providing B2B downloadable content, how many pieces of content are being downloaded? How many people are opting into your newsletter? Are you getting new fans or followers from your sponsored posts or social media ads? Earned – How much web traffic is coming from a story? Are they converting to leads by opting in to your e-mail database? Are these stories growing your audience (new visits to your website)? I recently spoke to a PR manager who was extremely proud of “getting” stories in the local papers, but I was stunned to find out he didn’t know if those stories really created any sort of impact. He didn’t realize that a free and simple tool like Google Analytics could help him tell a better story about his efforts. Shared – While I don’t believe in looking at fans and followers as your only KPI, I do agree you have to maintain (or grow) a certain level in order to build your audience. So, do keep track of those levels, but think of creating a score sheet for your efforts (the score being driven by the value to creating a lead). How many points is a like “One of the reasons media efforts seem to keep their position as the first item cut from the budget is because we really haven’t been able to grasp measurement and its relationship to the revenue line.” CASINO MARKETING
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