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Skip to 0 minutes and 8 secondsSIMON PERRY: On the customer side, that we can give the customers exact numbers of shows of their adverts and also show them where those people have been coming from to look at the ads. But with, say when we do sponsored features, then we can show the click-throughs as well. Because everything we use, we have our own short code, which is wig.ht for Isle of Wight. And that allows us to share the analytics of who's clicked on that link, so has that been through social media, as well as direct from the site, and the flow of people looking at it as well when they've clicked on it through time.

How OnTheWight use marketing analytics

In this video, Simon provides some practical examples from OnTheWight of how they use analytics to monitor the effectiveness of their marketing.

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Digital Marketing: Challenges and Insights

University of Southampton

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