Dark Social: What Is It, How Can It Be Measured and How Does It Work?
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Shama Hyder is the CEO of Zen Media, an award-winning PR, and marketing firm for b2b companies. She is also a best-selling author and international keynote speaker.
Shama joins Gray to discuss what dark social is, the impact of dark social on your agency’s buyer journey, and why it is essential to pay attention to it.
Topics discussed in the episode:
- The story behind Zen Media and ZenPilot’s name
- Zen Media’s start up journey
- What is dark social?
- How dark social works
- How dark social impacts your buyers’ journey
- Understanding your buyer’s journey and what you can or can’t measure.
- Shama’s best practices in implementing attribution.
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