Check out Juan Manuel Damia´s article at Cronista.com, where he writes about online advertising. In the article, Juan explains the things to be considered in order to develop an effective media campaign using the Internet channel, and especially points out the importance of accurately measuring its performance in order to optimize the ROI.
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About the author: Juan Manuel Damia is Co-Founder at Intellignos and has been working for the Web Analytics industry for more than 10 years as a consultant, speaker, Blogger and writer, among other activities. Juan has a Bachelor in Marketing, an MBA and a Degree in International Marketing (ESB), and is also Co-founder at SocialMetrix, one of the few companies in the world that provides an Analytics Platform for Buzz Monitoring, using a property NLP Engine.