Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing Digital stats that matter, Dan Marrazza
May 1, 2025
Dan Marrazza, former Director of Digital Strategy at the Pro Football Hall of Fame, dives into the world of digital stats that truly matter. He critiques traditional metrics like follower counts and highlights the significance of exposure rates for understanding audience engagement. Marrazza introduces a groundbreaking social media metric that evaluates content performance more effectively than before. He also emphasizes the importance of storytelling in presenting data, advocating for clarity tailored to various audiences to enhance engagement.
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Exposure Rate Explains Reach Relative To Audience
- Exposure rate compares post impressions to audience size to give context across scale.
- It shows reach relative to followers so performance is comparable as you grow.
DraftKings Origin Story For The Metric
- Dan Marrazza recounts building the metric at DraftKings as followers scaled from thousands to hundreds of thousands.
- He explains the need arose to compare content performance consistently while the business grew rapidly.
Engagement Rate Can Be Misleading
- Engagement rate can mislead because small posts can have higher percentages while viral posts drive more real value.
- Exposure rate helps surface which posts truly break through regardless of engagement type.