Because content engagement is difficult to measure with concrete accuracy, brands must initiate and moderate genuine conversations to validate contact with individual consumers.
Analyzing Customer Data
Can digital marketers collect valuable data by exclusively listening to social chatter? Here's why it's important to accumulate and analyze consumer insights from diverse sources.
Deciding which market to target next is different for every business, but using multiple data sets can help to narrow the field.
Here's a four-step model for combining traditional insight generation methodologies with social media listening for better marketing.
Gordon Choi breaks down web analytics and tips for data capture, extraction, manipulation and presentation.
Understanding the needs, wants and opportunities data presents is commercially critical to all of us.
The industry is moving toward prescriptive analytics, a mash-up of predictive and optimization, that focuses on "What should I do?" rather than "What did/may happen?"
The Super Bowl's most popular ad was a hit on social media, but there was a lack of relevance that didn't translate to a brand lift, according to recent research.
The way data is collected, shared and used by marketers in China is still evolving, as agencies and clients work together in a test and learn environment.
How to achieve that one-to-one connection as your customers navigate across channels.