Real-time campaign evaluation

Arie den Boon, Ceo of Daphne Communications Management BV, explains how real-time online research can be used to determine optimum strategic media choice, and frequency.

Real-Time Campaign Evaluation

Arie den Boon

Now that television seems likely to become less effective – and the same holds for almost all other media – what can marketing managers do to get the best out of their marketing budgets? They plunge...