engagement metrics

Chris Epple, JBL’s VP of marketing, on why TikTok is the brand’s new favorite jam – including to generate sales – and how JBL measures what he calls “quality social engagement.”

The cost of customer acquisition is about more than what a brand pays to get someone to visit a website or download an app. Advertisers also need to bake engagement and retention into their CAC, says Braze CEO Bill Magnuson.

Ad measurement is becoming more challenging due to signal loss. But there was never such a thing as perfect measurement, says Jen Faraci, chief data officer at Publicis-owned Digitas North America.

To better monetize branded content, the Financial Times is investing more in brand lift measurement. FT is partnering with analytics provider Brand Metrics to implement the firm’s ad exposure algorithms into FT’s multiplatform approach to branded content, said global insight director Enzo Diliberto.