Search Engine Optimization: SEO is the process of affecting the visibility of a website or a web page in a search engine. Having the keywords throughout your IMC campaign will help generate and drive traffic to your website and social media channels. Along with using keywords, one should also ensure the content they are publishing is well-written and engaging. Appropriate Keywords will resulted in higher rankings and the higher the ranking the more frequently the site appears. The more frequently the site appears in searches, the more visitors it will receive. Google Analytics will reveal all types of data and will hep figure out ROI by revealing what types of messages and content the audience is responding to, when they are responding as well as who the audience is. Another wonderful thing about Google Analytics is how it also allows you to see how your competition is doing and enables you to analyze online conversation across your respective industry so you can spend time creating engaging content based off of what your current and prospective audience is demanding.
Sales revenue: This measures the efforts/contributions the brand/company dedicates towards sales. This indicator will definitely let you know if your overall IMC plan is effective in optimizing your sales revenue. It will also give you a clear indication of which channels you need to continue using to reach your audience as well as the ones that are ineffective and as a result inform you where you may need to scale back your efforts. Sales revenue will also help you determine where the traffic that leads to purchases is coming from. One can determine which channel is bring in the most purchases and referrals as well as which channels are not generating in revenue leads at all.
Social Analytics: Analytics from your Companies' social networking sites provide valuable insight regarding if you are spending your time efficiently and publishing the correct content. Analytics from blogs, Facebook pages, and Twitter accounts do a great job of showing not only what content, posts, statuses get the most views, are shared the most, but also reveals which ones are not doing well at all. Providing a clear view on where changes need to be made in the current IMC plan. If the content a company currently is producing is creating in engaging interactions with the audience, increasing sales, or tackling the overall company goals and objectives then the social analytics will surely let them know and they'll be able to begin revamping the current IMC plan.