metrics

Brand marketing chief at EliteSingles on metrics, channel mix and the future of dating

Bart Visser is Director of Brand Marketing at EliteSingles and one of the excellent speakers appearing at the Festival of Marketing, October 4-5 in London.

I caught up with him to ask a few qeustions about marketing a dating service and he provided some fascinating insights. Before you start reading, a reminder that you can buy your Festival tickets and view the agenda here.

As Facebook cracks down on a major spam operation, USA Today loses millions of Likes

While the number of fake accounts on Facebook’s billion-plus member social network might be a rounding error in the overall scheme of things, the world’s social networking giant isn’t ignoring the problem.

Facebook acknowledges that fake accounts are “closely related to the creation and spread of spam,” and last week it detailed how it’s has been cracking down on abuse, including bots used to create fake accounts and paid likes.

Marketers plan Facebook audits following metrics faux pas

With the world’s largest social network, it’s no surprise that Facebook has built a multi-billion dollar digital advertising empire. But maintaining advertiser confidence appears to be a growing challenge.

According to a survey conducted by Advertiser Perceptions, while many advertisers plan to up their spend with Facebook in 2017, 40% also plan to perform independent audits of the advertising campaigns they’re running on the social network.

A new ad metric? The Financial Times creates ‘cost per hour’

Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.

To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn’t mean that there’s no room for innovation.