Cappy Popp was recently featured at CMSWire.com discussing how the metrics provided by social media marketing tools just aren't cutting it anymore.
Cappy has noticed a significant change in the metrics and data companies want to get out of social media monitoring tools and pointed out "It's much more compelling to monitor a customer's journey on social media through a purchasing decision than it is to see how many times something was retweeted,"
In his interview he argues that "Digital marketers reporting to their bosses demand metrics" and vanity metrics just don't cut it anymore.
Are you satisfied with the metrics your social media marketing tools provide? What information are you missing that you wish your social marketing tools could provide?