In a 2016 TNS Global marketing monitoring survey through 11 countries in Asia-Pacific, it was revealed that social media is now the top element guiding brands’ planning process and is the top metric used to measure the performances of marketing campaigns. Social media insights have now overtaken more traditional metrics such as market share data and brand tracking to become the most popular component used by marketers. According to TNS Global’s survey, the top five metrics informing planning in order are social media monitoring, market share data, brand tracking, competitor tracking, and finally information from media agencies. The study also highlighted that the top mandate for marketing departments these days is customer relationship management and not the traditional aim of increasing brand awareness. It said the “end-to-end customer experience is now top priority.” Get the full story at Duetto