How Nestlé has discovered social “metrics that matter”

Stephen Whiteside

Nestlé, the food and beverage company, is taking a nuanced approach to measuring the impact of its output on social media.

Nestlé's efforts to identify truly actionable "metrics that matter" have yielded a measurement formula that feeds on two main ingredients: Consumer engagement and real-life purchases of its food and beverage brands.

"We launched a big framework this year called 'Metrics that Matter,'" Pete Blackshaw, Global Head/Digital Innovation & Service Models at Nestlé – the manufacturer of products like Häagen-Dazs ice cream, Gerber baby food, and Nescafé coffee – explained at the Brand Innovation Salon sponsored by Medialink + CDX at CES 2018.

"We make a distinction between what we call 'watch metrics' and 'drive' metrics," he continued. "A 'drive' metric...

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