Natascha Thomson; SAP, Maria Poveromo; Adobe, Ben Malcolmson; Seattle Seahawks, Michael Gale; Forrester Research
About this talk
Are we measuring and talking about the most actionable social marketing metrics or are we too attracted to the next shiny object in measurement. The session will talk about alternative frameworks for measurement and where we see best practices going in the next two years. Tapping into the panels’ experiences we are looking to answer five basic questions:
Do we need metrics to explain the importance of social media?
Which metrics still seem to matter over the last two or three years?
How are metrics evolving?
What are the most actionable frameworks our marketing colleagues understand?
What does the future of the metrics look like (for example how often do we report them)?