Social media changed the communication landscape more drastically in the digital era than any other medium. With the very sudden evolution of communication power from; a one-way brand story, to a two-way discussion between brands and consumers, to brands having to listen and adapt to what consumers want. So now the question to marketers is; how do you measure digital effectiveness?

In this episode, Dr. James Piecowye and Paul Kelly discuss how the surge of digital content has changed the way we need to look at measurement.