Posted at June 24, 2013 12:54 PM in Agency
There is already a slew of articles regarding Facebook metrics which tell you why they are important and suggest which metrics you should track and why. However, there seems to be very little discussion regarding Facebook ratios. In the world of finance (which is governed by numbers), ratios are king. There are hundreds of financial ratios that can be measured from just a few core metrics. Unlike metrics, ratios identify relationships, which can give you much deeper insights and far more accurate diagnostics than by merely looking at the performance of one metric.
Read More

Posted at June 12, 2013 04:30 PM in Agency
As a social media marketer and marketing analyst, one of the largest temptations of my job is to cling on to the wide array of metrics available. For example, even though I know that most of the 88 metrics that Facebook Insights provides is probably what many call “fluff,” my analytical demon still tells me to keep them as it might (someday) give me useful insights or trends.
Read More

Posted at June 03, 2013 11:17 AM in Marketing strategy
According to McKinsey & Company's Chief Marketing & Sales Officer Forum, 50% of B2B marketing spend is misaligned. That's because many B2B marketers are not using the consumer decision journey as their framework for thinking about the buying cycle.  McKinsey's breakthrough research in creating the Consumer Decision Journey has forced marketers to discard the traditional notion of a purchase funnel.  While initially a consumer-based study, the same phenomenon has been validated for business-to-business (B2B) customer decisions -- giving way to the idea of a Customer Decision Journey.
Read More