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Can any of you recommend books (or courses in general) on evaluating the effectiveness of online ads?
I have 2 potential projects lined up to evaluate the effectiveness of online marketing. My background is math & data programming, so I will be evaluating their effectiveness from that point of view.
In summary, what data/numbers-focused book would allow someone to most effectively evaluate someone's ad spend? As of now I am just trying to figure out what has worked thus far, not yet direct the future strategy.
Obviously this can depend on the specific business, the market, the ad channel, and so on, but any recommendations are appreciated.
I have 2 potential projects lined up to evaluate the effectiveness of online marketing. My background is math & data programming, so I will be evaluating their effectiveness from that point of view.
In summary, what data/numbers-focused book would allow someone to most effectively evaluate someone's ad spend? As of now I am just trying to figure out what has worked thus far, not yet direct the future strategy.
Obviously this can depend on the specific business, the market, the ad channel, and so on, but any recommendations are appreciated.
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