Marketing Metrics

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  Social

  Marketers Are Looking Beyond Top-of-Funnel When Gauging Social Media Effectiveness

  Engagement continues to be the most common metric for determining success on social media, according to Sprout Social’s 2025 Impact of Social Media Marketing report. But more and more marketers want to see the direct business impact.

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  Research

  Study: Enterprise B2B Marketers Focusing More on Financial Metrics and Efficiency

  Enterprise B2B marketers are now emphasizing revenue-focused KPIs over vanity metrics such as clickthrough rates and lead volume, according to a study from B2B marketing specialist 2X and management consultancy Avasant.

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  ROI | Metrics

  How AI Is Changing Advertising’s Hottest Currency: Attention Metrics

  In a media ecosystem defined by velocity, variability and vast amounts of noise, one thing has become increasingly clear: Attention is the new currency. In light of this shift, here are practical tips for marketers.

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  Acquisition

  How L.L.Bean Mastered a Sophisticated Measurement Strategy

  When you launch a new department that combines five marketing channels, the challenge becomes how to get your metrics in order. Kathryn Burke Pratt takes us on the journey.