Are Too Many Metrics Blurring Your View of Your Customer?
The importance of establishing connections between individuals and brands—and measuring their impact—is growing. As brand messages are being influenced more and more by social conversations and the insights garnered by users, businesses are often formulating advocacy metrics to justify their user engagement programs. Maybe we're thinking about this all wrong. Some components of online marketing shouldn't be measured just because we have vaguely similar numbers that can be manipulated and formulated into a value based on some mystical proprietary algorithm. This does nothing more than make us feel good about the work that we're doing and goes without providing any