How Zappos Makes $3.50 Per $1 Spent on Facebook Ads | Digiday

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You know Facebook’s getting big with marketers when it shows up in specific job titles. At online retailer Zappos, Nate Luman is the Facebook marketing lead. That means he’s in charge of devising strategies for the brand to take advantage of the huge audience there — and deliver the kind of ROI that some marketers claim is missing from the social behemoth. The key, Luman said, is constant testing.

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