Around the Net
Search And The Art Of Communication
- Rimm-Kaufman Group, Tuesday, March 13, 2012 1:34 PM
It is not uncommon for management to become unhappy with a paid-search program showing all the signs of success. George Michie believes it's because of the way marketers sometimes communicate results. He gives us four reasons that managers could become unhappy with a great program. Through a series of examples, Michie shows us how to prevent hiding the most meaningful numbers from management, highlight the correct numbers that drive success, provide metrics to explain changes, and more.
