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Winston Churchill once said: "However beautiful the strategy, you should occasionally look at the results". The same is the case when you've just launched that new website. The usual marketing approach is to hammer and hammer and hammer and hammer and hammer and hammer and hammer messages across until some kind of response is achieved. Instead Lars proposes setting the right digital KPIs and merge intelligence from analytics with constant improvements to the site. It is not rocket science, but a change in how digital is executed and a shortcut to creating more value.
Presented by Lars Bøgner, Manager New Digital Solutions at LEO Pharma on 16 April 2013 at the J. Boye conference on "Digital Changes Everything"