Resisting the Siren Call of Popular Digital Media Measures: Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness

This article describes how marketers need to ignore simply using eye-catching metrics and focus on reorganising their organisation around an impact-led analysis of the data available.
Lessons

Resisting the Siren Call of Popular Digital Media Measures: Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness

Brad Smallwood

Facebook

Editors' Note

Brad Smallwood leads Facebook’s Marketing Science team, which captures insights on people’s attitudes and behaviors across generations, geographies, devices, and time. The team also measures the value of digital advertising and creates methods and partnerships that, Facebook believes, provide value for marketers. In this article, Smallwood describes Facebook’s early struggles with assessing the value of popular metrics—such as building a brand’s fan base and using the topic data—that ...

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