The last Big Fat Lie we discussed was that 'It's all about 'web traffic'.'
Today's BFL is that You Can't Compare Apples with Oranges.
We beg to differ.
If the goal is engagement, it's actually not that hard to compare across channels.
We use the concept of the Digital Brand Minute (D:BM) to normalize impact across every possible channel. This means that you use the same measure - D:BMs - to understand and compare the impact of all marketing channels, whether it's a Facebook page like, a visit to your site or engagement on your iPhone app.
When you do this, you very quickly see where the action is and we use our experience of channel optimization to help you prioritize and harmonize your channel spend.
For more about our process and how we debunk the myths (lies? fibs?) of web analytics, check out the full article on our website: http://www.actionnugget.com/Five-Lies.html