Thought Leadership

Measuring the Intangible: Embracing Culture for ROI

The trajectory of digital advancement isn’t showing the slightest signs of slowing. The brands leading the digital charge, and leading the way, are paying attention to what shapes us all: culture.

Sara Parish, Proximity London

Senior Data Planner

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The trajectory of digital advancement isn’t showing the slightest signs of slowing. The brands leading the digital charge, and leading the way, are paying attention to what shapes us all: culture. They know that tapping into culture is key to becoming the best performing brand. And while culture might seem ambiguous and indefinable, the converse is actually true. There’s substantial evidence that tapping into culture is working and by using data, we can find tangible ways to measure performance. Measure the metrics that extend beyond likes and shares and you paint a robust picture of what’s actually driving business performance.

STAND FOR SOMETHING OR STAND FOR NOTHING, DATA'S ROLE IN TAPPING INTO CULTURE

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CONTACT

Mischa Hunt, Senior Account Manager, Proximity London, hunt.m@proximitylondon.com 

Guest Author

Sara Parish, Proximity London

Senior Data Planner,

About

Sara is a Data Strategist at Proximity London where she has worked across every vertical in varying capacities. She’s strives to bring multiple touch-points and models together to create living picture of customers. Digital was at the start and heart of Sara’s data journey. That has evolved into mapping out what part digital plays in consumers lives, the effective measurement approach among a sea of digital comms, and answering that age-old question, “is this even bloody working?”


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