On November 21 of this year, Italian digital marketing manager Serena Pasqualetto conducted an online lecture for UWED students on the topic “Measuring the Effectiveness of Digital Communication: From Engagement to Results”.

During the lecture, students became acquainted with methods for evaluating the effectiveness of digital communication. Serena Pasqualetto explained in detail what engagement and performance metrics mean, how they are measured, and why they are important in the marketing process. She also covered topics such as data collection and monitoring tools and the effective use of analysis in marketing campaigns.

In addition, the lecturer provided examples of existing projects in European markets to illustrate the application and results of digital marketing strategies. Students gained useful knowledge on how to draw conclusions from digital communication processes and apply them in practice.

At the end of the lecture, students had the opportunity to ask questions of interest. Serena Pasqualetto provided detailed, experience-based answers to each question, contributing to a deeper understanding of the topic.