Traditional metrics don't capture the value of social media

Measures need revising, or people will get burned by brand marketing

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Marketing online has, in many respects, been a battleground between two different camps of marketing strategy: branding and direct.

One camp brings years of cognitive science, psychology, and the language and imagery of narrative to the battleground. The other brings statistics, algorithmic math, and the language and imagery of systems. In between is almost every combination of those things you can imagine.