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Focus on Conversions
Because there is greater pressure to prove marketing’s business value, there will be a move away
from engagement metrics as the primary measure of social success. Instead, brands will measure
success by the LTV of the customers it creates by focusing on conversions.
“But the simple fact is, engagement is not a useful social marketing success metric...none
has proven if — or how strongly — engagement correlates to business success metrics
like loyalty or sales.”
—Nate Elliott, Principal Analyst, Forrester
No 38%
Yes 62%
Do you feel pressure from your CEO or
Board to prove the value of marketing?
(The CMO Survey/Duke University)
Increasing
Pressure
Same Decreasing
Pressure
65%
35%
0%
Is this pressure increasing, decreasing,
or about the same?
(The CMO Survey/Duke University)
A Renewed Focus on Metrics and Attribution 43

Focus on Conversions
Because there is greater pressure to prove marketing’s business value, there will be a move away
from engagement metrics as the primary measure of social success. Instead, brands will measure
success by the LTV of the customers it creates by focusing on conversions.
“But the simple fact is, engagement is not a useful social marketing success metric...none
has proven if — or how strongly — engagement correlates to business success metrics
like loyalty or sales.”
—Nate Elliott, Principal Analyst, Forrester
No 38%
Yes 62%
Do you feel pressure from your CEO or
Board to prove the value of marketing?
(The CMO Survey/Duke University)
Increasing
Pressure
Same Decreasing
Pressure
65%
35%
0%
Is this pressure increasing, decreasing,
or about the same?
(The CMO Survey/Duke University)
A Renewed Focus on Metrics and Attribution 43

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