Capturing the return-on-investment (ROI) of social media is a challenge that’s almost as old as the Internet itself. The reason comes down to basic consumer behavior. For one, shoppers engage with brands at multiple touch points, across a range of devices. And new digital technologies are lowering the barrier for startups to enter the market.
This landscape is creating a fragmented data picture, where information often lives in silos between teams. Read more…
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