Measuring your ROE, not just your ROI

Measuring your ROE, not just your ROI

By William Martino. If you haven’t already listened to episode 13 of the Dose of Digital podcast, Bill and I spoke about content marketing and brand story telling. We covered a few different sides of this topic, but in listening to our conversation again, one of the most interesting—and important—things we spoke about was how content marketing programs are evaluated and measured. As I mentioned, we learned in doing this at Wunderman that it’s essential to measure beyond the transaction. Engaging through content is a longer-term strategy, which delivers a…

Should You Mix Those Two Drugs? Ask Dr. Google

Should You Mix Those Two Drugs? Ask Dr. Google

Sean Tracey Writing for Science Magazine: “Analyzing queries made to Google, Bing, and other search engines can reveal the potentially dangerous consequences of mixing prescriptions before they are known to the Food and Drug Administration (FDA), according to a new study. Such data mining could even expose medical risks that slip through clinical trials undetected.” To me, this is the real challenge of all the ‘Big Data’ hyperbole in the industry right now. We need to stop discussing how to measure and monitor for marketing performance, and start figuring out…