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May 2018

One million followers. 20,000 page views per day. Sixty click throughs a minute. These all sound fantastic, right? That brand must be killing it? Not necessarily.   “Vanity metrics”, a term coined by start up guru Eric Ries, refers to growth metrics that tend to look impressive, but don’t truly reflect the success of the campaign or the business. Easily manipulated and highly unstable, vanity metrics often get brought out to reflect innovation but rarely show more than opportunity.   In the context of...