Since the pandemic, every single organisation we’ve worked with across Southeast Asia has dedicated a large portion of their marketing efforts towards social media – and for good reason.

Impressions. Likes. Mentions. Shares. They are words marketers like to use to show how well their social media campaigns are doing. But what do they really mean? I like to equate these metrics from the social world to the real world like this…

If you are one of Facebook’s 2.9 billion users globally or Instagram’s one billion users around the world, you would know that plenty of conversations take place over social media. These conversations are a goldmine of data for marketers.

We can all agree that marketing and creatives exist to support business outcomes. And in business, you don’t really want to rely on intuition and assumptions to make important decisions. Instead data should ideally drive decision making.