metrics

Why most marketers can’t prove the link between brand and pricing power

For years, advocates of strong brands have argued that they make businesses more...

Industry leaders urge brands to move beyond vanity metrics to build engagement

By Felicia Nwosu Some industry leaders have called on brands to move beyond vanity...

Handcuffs created by attribution in B2B companies stunt creativity, professionals warn

By Zion Rufus Marketing experts have warned that methods used by companies to...

Brands need to understand the metrics of reach — Experts

By Zion Rufus Experts in Nigeria’s marketing communications space have asserted...