This is nothing less of a textbook strategy in building a brand effectively. Technology has brought consumer and company closer together, allowing more accurate data sharing. Brand building is a science, marketing expert Erin Liber explains. You either go good or go home; data consisting of pure guesswork will be disavowed. Marketing companies can help build your brand using metrics. Lane Local Marketing in Sonoma uses MetricsMax, an online web analytics system that combines two of the most powerful metrics in the industry: Google and Bing. Traffic alone doesn't tell the whole story. Metrics must tell how often the content is shared and how people react. With powerful metrics and a bit of business knowhow, your business can travel down the right path to fame.