Measuring the Metrics that Matter

Click-through rate (CTR) has long dominated as a core marketing metrics because it is so easily tracked. With video, new metrics, like engagement rates and completion rates (VCR), are also taken into account.

However, these metrics don’t necessarily prove the campaign is working toward the marketing goal if it isn’t defined properly.

Anthony Coleman, senior director, search and social, Digital Remedy, believes that easily-accessible metrics are not as useful as some people think. CTR only tells you how someone interacts with an ad, and can reflect some level of awareness, but not what actions the person takes in response, Coleman said. Another drawback of CTR is that it is easily manipulated to inflate numbers for more impressive results.  

“When you’re trying to run an active campaign and get new users in the door...a metric that is so easily shifted is not a good metric,” Coleman said.

Read more in 

Beyond Click-Through Rates: Metrics That Matter

The shifting role of healthcare marketers

Technology is changing the game for all businesses, and marketers are also finding new ways in which to do their jobs more effectively. Now healthcare marketers are discovering the ways in which they can use technology to identify and engage their target market.

In order to identify the priorities for healthcare marketers in the upcoming year, Affect, a public relations and social media agency specializing in technology, healthcare and professional services, spoke with a panel of senior healthcare executives from organizations like, Illumina, MDxHealth, Pfizer and Phoenix Children's Hospital. Based on those discussions, it published a guide to navigating major trends in healthcare marketing in 2018 with a look at five key areas:

1. Advanced social media use to increase awareness  and loyalty
2. Highly customized content plus promotion
3. Creative media relations
4. Emerging tech campaigns
5. Business-oriented metrics

I spoke with Melissa Baratta, SVP and healthcare practice lead at Affect, about the state of healthcare marketing in today's environment. She said that because of the increasingly important role technology is playing marketing, “the role of marketers for healthcare is shifting.”

Read more in Prescriptions for Healthcare Marketing in 2018

The ROI of social media marketing

SumAll’s “vision” is based on “making data beautiful, affordable and accessible.” Its target is small and medium sized companies that have not had the same access to the analytics tools that larger companies have used to “leverage their data to make better decisions and more money” Like Toms and Warby Parker, SumAll declares itself devoted to  “do good by doing right.” To that end, it grants a share of itself to SumAll.org. 10% of its ownership to a non-profit called. 

The company itself is not intended to be nonprofit, planning on charging for premium services in future, though for now at least,  tool is available for free.

Read more: SumAll pins an ROI on social media metrics - FierceBigData http://www.fiercebigdata.com/story/sumall-pins-roi-social-media-metrics/2012-09-06#ixzz25iYqd6Rh