Ian Fitzpatrick, Head of Global Content and Digital Marketing at New Balance joins the Hookit Spontech Podcast this episode to chat about his role at New Balance and how they are using social media metrics and data to drive content marketing strategies with both athletes and partners.
"…we’re beginning to get to a place where we can understand the ROI on content and the ROI on storytelling, whether that’s told by us, by our athletes, or by our partners. Being able to have one measure allows us to effectively evaluate content through the same lens which allows us to move our dollars to the places where it creates the most value."