What’s the value of a click? A retweet? A user review? All clearly are important, but to obsess over an isolated marketing tactic is to lose sight of the bigger picture.
At Caperion, we believe there are two central roles of marketing in the digital era: customer understanding and revenue enhancement. That’s it. A customer who “likes” you but doesn’t buy from you has no value unless you learn from that customer and do something with that intelligence.