• by Gavin O'Malley , Staff Writer, June 23, 2008

There are three metrics to determine what Circuit City defines a successful social marketing campaign, according to Stephanie Pike, Strategic Program Manager for Digital Marketing, Circuitcity.com

“We use close rates (really conversions,” said Pike. “But we're trying to migrate away from that.”

Then, “There's net promoter rate -- Is it improving our brand equity?”

Finally, “Gross margin dollars per year (We hope to bring that down to per customer per year,” said Pike. “Looking at bottom line revenue, rather than top line revenue.”

“We used to use impressions,” Pike added.