Facebook Advertising / Marketing: Best Metrics, ROI, Business Value

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Facebook has an incredible audience, 950 million strong and counting. This audience is immensely attractive to Brands and Marketers around the world. We've seen explosive growth in brand pages, types of advertising and other fun ways to monetize this audience.

Increased investment in Facebook as an engagement/acquisition channel has translated into requests from CEOs, CMOs and other CxOs about the return on that investment. As Facebook is a very young channel, it is not surprising that everyone's struggling with the answer.

This point was vividly illustrated at a session I attended at a major industry conference.

A Facebook employee (FBe) gave a talk about measuring ROI/Value of Facebook campaigns. FBe's…

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Mobile Marketing 2015: Rethink Customer Acquisition, Intent Targeting

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I'm immensely excited about how completely mobile platforms impact our lives.

Not just the hyper-fast access information and being able to call whomever you want wherever you are, but also in more fundamental ways around the globe by empowering farmers to get better rates for their crops, or helping children to learn in new ways, or making revolutions ever more efficient.

I'm a lot less excited when I think about the imagination that we've brought to bear on mobile platforms and business/marketing. Legions of companies (large and extra large) still don't fundamentally grok the sweet power that this platform brings with it. They are slow to grasp new opportunities…

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