• Sophie Ketzaltzin Jackson

    Totally agree that marketers need to re-consider how they measure their social campaigns, and start to include measurements such as conversions in order to better establish their success. However, how should brands within impulse categories, such as confectionery, for example, measure their campaigns? Conversion rates do not apply to such sectors, so they are somewhat limited in how they can branch out of the usual likes/retweets/shares parameters.