Celina Burnett says, “Marketers are investing more in social media yet many are struggling to effectively measure the business value of their activity.

The volume and real-time nature of social media metrics, as well as the multitude of analytics tools available, is overwhelming and can make social media simultaneously the most measurable channel and the one that is most difficult to measure.

So how can marketers cut through the noise to effectively measure the real business value and ROI of social media?

#IPASocialWorks, an industry working group formed by The Institute of Practitioners in Advertising, The Market Research Society and The Marketing Society to promote social media effectiveness, signposts the way“.

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