If like many companies, you report value as page view volume, visit volume, social likes or tweets, then your boss is most likely to say: "so what?" (and if she or he doesn't, s/he should.) If you are lucky, s/he will grudgingly renew your budget for another season on the simple idea that digital marketing is not going away any time soon. But there is so much more you could be doing with essentially the same data!
January 5, 2014