Facebook: Digital marketing measurements need to focus on what really matters

This event report argues that online marketers need to shift their focus to measurements linked to business outcomes, and gives three examples of brands making the move: fashion brands Mr Porter and Tommy Hilfiger, and the airline KLM.

Facebook: Digital marketing measurements need to focus on what really matters

Jo Bowman

The metrics that marketers focus on are disconnected from what really matters to the organisations they work in, a senior Facebook executive says.

Jennifer Kattula, Head...