Making measurements that matter: A five-step guide
Low Lai Chow
What looks like good news isn't always good news, according to Vinny Vijeyakumaar, co-founder and managing partner of data analytic consultancy Sparkline.
At CommunicAsia 2014, held in Singapore in June 2014, Vijeyakumaar divulged that the company garnered 1,500 new 'likes' within two days on a Facebook campaign. At first glance, it looked like good news. A quick analysis, however, soon revealed that 99% of the new fans were Indonesian teens who did not otherwise seem to be interested in data or digital marketing – a far cry from the audience...