The Secret to Measuring the ROI of Brand Sentiment

by Joe Lazauskas
If you’re a marketer with a pulse and a subscription to Ad Age, you’ve heard that great content is the key to building relationships with your target audience. But amidst all the top-of-funnel engagement metrics, lead attribution data, and fancy Powerpoints designed to convince our bosses to double our content marketing budgets, one question often goes unanswered: What type of ...Read the full article

The Secret to Measuring the ROI of Brand Sentiment

If you're a marketer with a pulse and a subscription to Ad Age, you've heard that great content is the key to building relationships with your target audience. But amidst all the top-of-funnel engagement metrics, lead attribution data, and fancy Powerpoints designed to convince our bosses to double our content marketing budgets, one question often goes unanswered: What type of relationships are we building? That's the question Anda Gansca, founder and CEO of Knotch, and Dana Griffin, the company's CRO, are trying to help brands answer—at scale.