Measuring Engagement: The Point of Digital

This session will provide practical tools that you can implement now so that you can get past simply measuring open and click through rates. We're aiming to cut through the excuses for why you don't take the time to measure by putting measurement up front and center and focusing on the idea that if you're not going to measure it and the measurement isn't going to provide you additional insight into your target users, then it's not worth doing!  You heard it here first--get off the hamster wheel of just doing digital and design a program that makes your organization increasingly smarter so that you can consider yourself a marketing center of excellence.