"Marketers are deliberately choosing tools that are more measurable [than social], that they have more experience with and that have a more obvious direct-response value. And they're still trying to get to the place where they can measure how social media is going to pay off for them," Ms. VanBoskirk said. Conversely email marketing is considered more measurable than social and "the workhorse of most marketers' toolkits," she added, but is so cheap that "it is never going to be the lion's share of a budget."
When deciding whether to invest in a company or not, there are certainly important metrics to be found in the financial report. Balance sheets, cash flows, asset-to-debt ratio, EBITDA, and...Read More