
Digital Marketing
Are You Using the Return on Investment Metric Correctly?
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?
Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.
Although the simplicity of net promoter score is appealing, the metric has limited support from academics.
Market share is a hugely popular metric. But is it really useful?
Despite their importance, five popular marketing metrics are regularly misunderstood and misused.
Graphic presentations of data are making it easier for sales people to see how they’re performing.
A panel at the 2014 South by Southwest festival highlighted five ways to avoid a social media crisis.