Martha Coakley’s failed Senate run has led many to review the key differences in strategy between her campaign and Scott Brown’s. It’s pretty clear that Brown took the web seriously and Coakley seemed to largely ignore many of the social media and web analytics strategies and tactics that swept Obama into office.
Ad Age and Social Media Today have taken a look at (and criticized) Coakley’s overall digital and social media’s approaches. This post narrows in and serves as a reminder of web analytics best practices which can mean the difference between coming in first or a distant second.
The Obama campaign tracked digital metrics obsessively yet ingeniously with great success. The techniques they used are just as applicable today as they were over a year ago.