measurement

How AI And Machine Learning Can Supercharge Your Social Media Marketing

How AI And Machine Learning Can Supercharge Your Social Media Marketing When most digital marketers hear the terms “artificial intelligence” or “machine learning,” they naturally think of Hollywood films about super-intelligent robots or computers powered by AI. As a result, they might assume AI couldn’t possibly make them better at social media marketing. But that …

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The Lethal PR Measurement Trap

Impressions remain one of the most common metrics for PR and marketing. It’s also one of the most controversial. As a PR and marketing metric, impressions represent the number of POTENTIAL viewers. Viewers don’t need to click on a link or otherwise engage with the content. In fact, potential viewers don’t even need to see …

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Lies, Damned Lies, and Content Marketing Metrics

Mark Twain had it right about content marketing metrics. No matter how objective your analysis seems to be, cognitive bias affects how every marketer interprets metrics. Takeaways Cognitive bias can lead well-meaning marketers to misinterpret crucial data. Content marketers should view metrics as guideposts for their next steps, rather than infallible indicators of success or failure. Enlist …

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