Two secrets to estimating digital communications ROI

Digital marketing has always been a paradox. It is two things simultaneously: Extremely expensive and nearly free. It is pricey because the skills needed to stage digital campaigns and “collateral” are still rare compared to those needed to stage traditional media efforts. And it’s free because once you’ve published the material, every incremental interaction costs …

Is datamining Twitter conversations worth it?

What started with a piece by David Berkowitz on MediaPost (registration required), on Ten Ways To Decide If Your Business Should Tweet, has turned into an interesting conversation about using Twitter to support a brand, and especially about measuring those efforts. This conversation has been primarily through this lengthy post from earlier today by Marshall Sponder. …