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This chapter explores how audience research company Shareablee empowered marketers to look beyond ‘big numbers’ as social media was growing, and adjust their thinking towards a single, digestible source of meaningful measurement. As consumers spend more time online and on mobile devices, their attention continues to fragment across platforms, devices, and apps. This creates new challenges for marketers when it comes to reaching consumers meaningfully with content – and many challenges for researchers when it comes to measuring ROI. Shareablee believed that social media presented both a channel for connecting marketers with customers, and an unprecedented research opportunity to consider what billions of people care about, in real time. Innovating through a fast-changing and crowded digital environment means building quickly on partial information, iterating openly and forming strong but flexible opinions about what will benefit marketers most as the world changes around them.