10. Understanding the Dots That Need to Connect to Facilitate End-to-End Measurement
As you saw in Chapter 9, “Breaking Down the Barriers to Social Media Measurement,” the barriers to measurement run deep. They open conversations that are much bigger than how to measure social media because they affect the way marketing campaigns are tracked throughout the entire company. This creates opportunities, but it can also create turf wars among departments that want to hold onto “credit.” Departments may feel that tracking full campaign history will dilute their numbers and make it tougher to meet their goals. Even if they have been allies, departments could become enemies if they think you’re trying to turn their reporting system upside down.
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