In the February 11, 2013 issue of SportsBusiness Journal, Correspondent Erik Spanberg tackled the issue of the growth of digital marketing and, specifically, how measurement is evolving (or not) to enable ROI tracking of such campaigns. The article cited the opinions of Turnkey’s Steve Seiferheld:
“Steve Seiferheld, senior vice president of customer research at Turnkey, said the success or failure of digital marketing differs little from more traditional campaigns. Because the digital world is a more recent phenomenon, and transforms itself on a constant and accelerated basis, the tools to determine value are evolving and range from the likes and followers referenced earlier to advanced techniques that gauge customer sentiment, attitudes and responses.”
Click here to read the full article on SportsBusiness Journal (February 11-17, 2013).