Video: Metrics (Alone) Have No Value

Tara Hunt

Tara Hunt

Tara Hunt, CEO of Truly, has over 20 years experience in market research and strategy on both client and agency side. She wrote one of the first books on how the social web is changing business, was named one of 2013's Entrepreneurial Women to Watch by Entrepreneur Magazine and one of the Most Influential Women in Technology in Fast Company. She has built an engaged and enthusiastic business audience online of over 345,000 followers, including a significant number of thought leaders. Tara combines a data-centric with a human-centric approach to building an audience, leaning heavily on insights into consumer patterns and behaviors while keeping an eye on online trends and changing expectations.

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I’ve previously mentioned that content, in and of itself, has no value. It’s a means to an end and that end is to build an audience.

But, as I’ve mentioned, it’s not just “audience” that matters. It’s more than that. This week, I shred the metrics that most marketers use to measure the success of their audience development efforts: Attention and Engagement. Both, as she proves in the video, are pretty worthless as well.

So, then, what DOES have worth? You’ll have to watch the entire video, I’m afraid.

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