Thomas James Kelly

Thoughts on the chaos of digital marketing and research and NYC bike lanes . . . . .

Client Challenge:

Jaguar was looking to create a display, video and content oriented campaign, elements of which they were hoping would “go viral”. The primary measuring stick they wanted to use, as do many other clients, was social actions. We explored our normative database to make a final determination as to whether social actions actually lead to brand lift.


My Contribution:

Regression analysis on several hundred content pieces and the relevant meta-data – creation of the narrative for Jaguar / LandRover.


Why this Issue Is Significant:

For two decades click through rate has been erroneously relied upon as a barometer of success among many sales and activation goaled marketers. Yet, study after study confirms that this metric has no correlation at all to sales. Social actions is following the same path as CTR and we’d like for it not to be positioned as the false metric of the next two decades.  

Link to Paper