How to measure virtual success

The Internet Advertising Bureau (IAB) has recently launched a guidebook on how to measure the success of a social media campaign, aided by social media agency We Are Social.

The guidebook suggests methods for gauging how successful campaigns have been – something that is not always as easy as simply measuring how much stock has been moved.

Virtually all alcohol brands are vying for consumer interest on the internet, but how do they gauge their success? Paul Richards, founder of Be Like Water consultancy, will explain to db’s forthcoming Annual Conference how “drinks brands often fail to deliver even the basics on the web”.

Coupled with the issue of protecting minors and other sensitive parties from alcohol advertising, these are currently hot topics dogging the progress of alcohol brands on the web.

Catherine Flynn, business director of We Are Social, and Richards will both look in detail at these issues at the Conference on Monday 28 February.

For more information or to book your ticket, visit www.dbconference.co.uk or contact Marinel FitzSimons on marinel@thedrinksbusiness.com or call +44 (0)20 7803 2437

db, 21.02.2011