Making measurements that matter: A five-step guide

This event report provides five tips for using digital data effectively, and for avoiding 'vanity metrics' and being overwhelmed.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands