• by Laurie Sullivan , Staff Writer @lauriesullivan, March 19, 2012

Are measurement tactics undervaluing campaigns? I found that an interesting question. Nathan Luman, Facebook Marketing Lead, Zappos.com, explains the two-year journey to find best practices. He details the strategy, but here's a brief recap of the first year. The online retailer spends millions on Facebook advertising, but none to grow its Fan base. The strategy seems to work for Zappos. The company uses targeting as a level of affluence. It promotes brands/categories with broadest appeal, leveraging signals, landing page, and predictive lifetime return on investment goal. It turns out half of its conversions occur within 24 hours of launching the campaign. Online lets Zappos keep moving and testing campaigns until it finds one that works better than another.