22 Certain social media platforms collect data on how many seconds a viewer has looked at a certain post before scrolling, if the viewer has watched a video with subtitles or audio, when they stopped watching a video, and if they have scrolled through a carousel post, for example. An example could be a similar prompt: Think of a soft drink. If the interviewee answers Coca-Cola , then the expert will know that the first mental association the consumer does is with that brand, which therefore has a very strong brand recall. MARKETING CONTROL The last step of the marketing process is marketing control. Marketing effectiveness Marketing effectiveness is the measure of how successful a marketing strategy was in achieving its objectives and obtaining the desired results. Measuring the effects of a marketing campaign is essential to be able to adjust and bring to it significant improvements so as to amplify its effects or make the following one better. In the pre-Internet era, where the main media were TV, print media, radio, and billboards, measuring the effectiveness of a marketing campaign occurred through the assessment of sales in the following month. Today, techniques have largely improved and include measurements at the level of: overall response of the target market, using indicators expressed in volumes and values with KPIs (Key Performance Indicators); response of the individual, through, for example, feedback and tests of brand recall. assessment: valutazione funnel: imbuto to prompt: imbeccare to trigger: far scattare Key Performance Indicators Digital marketing has made it possible for companies to gather large quantities of data quite easily. This data is collected, analysed, and compared to planned key objectives through Key Performance Indicators (KPIs), measurable values that demonstrate how effectively companies are achieving their business goals. In marketing, some of the KPIs which are analysed are those related to: user behaviour, for example visits (included duration and activities) or clicks; the marketing funnel, i.e. the activity of breaking down the customer journey all the way from the awareness stage (when they first learn about a business) through the purchase stage (when they re ready to buy a product or service) to the advocacy stage (where consumers become marketers themselves); marketing ROI (Return On Investment), which evaluates the profitability of an investment or of a number of different investments. Feedback and brand recall Customer feedback is the information, insights, issues, and input shared by an individual about their experiences with a company. It is a guiding resource for companies since it can help improve customer experience and empower positive changes in any business, even, and especially, when it is negative. Brand recall is a memory indicator used by brand management specialists to evaluate whether customers recollect the name of a brand when prompted with a product. This indicator measures how much a group of consumers is able to connect (or not) a relative product category or primary need to a certain product, and/or brand. 60 Marketing anD aDVertiSing