Looma needs to increase awareness and consideration, so it is critical to focus on the success within the formulation and pre-commerce stages of the consumer decision journey. In order to gauge the effectiveness of the new website and search marketing, we must measure the site visits, time spent online, keyword effectiveness, click-through-rate and cost-per-click. Keywords and search campaigns should be constantly monitored and adjusted as the Looma brand learns how its target audience searches and what terms the industry uses. The creation of a social media presence means that it is necessary to gauge audience growth and click-through-rate to see how well our owned and paid media attempts are working. Just as the keywords used in search should be updated, the information and display as well as the target audience should be refreshed routinely on the social posts. Brand awareness, brand mentions and brand brand consideration are metrics that will show the success of our entire toolbox of executions and with routine monitoring can ensure Looma's success. Measure the sales as a direct result from the micro-documentary Looma display using the barcode is also important.