Resisting the Siren Call of Popular Digital Media Measures: Facebook Research Shows No Link between Trendy Online Measures and Ad Effectiveness
Editors' Note
Brad Smallwood leads Facebook’s Marketing Science team, which...
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.
