How to Measure What Persuades

Engagement, views, clicks — these are the metrics of modern marketing. But the most important campaigns are rarely designed to drive clicks. When a Presidential candidate asks for your vote, when governments need to build demand for vaccination, and when top brands launch new TV campaigns, they are looking to change minds. But how do you measure and optimize for minds changed? Swayable’s CEO, James Slezak, founded Swayable to measure, track and optimize how content changes minds.