Do ads on social Web sites work? With social advertising set to hit revenues of $6.6 billion in the US this year according to eMarketer, marketers are betting on it. But, they also want metrics that go beyond tracking clicks, likes and retweets, including more qualitative measurement to better explain the return on investment (ROI), such as how a specific social channel influenced a purchase online or in-store.
To understand how social media channels contribute to an advertiser’s efforts in influencing their audience’s buying decisions, we leveraged our algorithmic multi-touch attribution technology to analyze social media exposures and uncover valuable insights such as:
- Social media compared to other marketing channels, including email, search, display and affiliate
- How paid social advertising performance varies by social network
- Balancing organic and paid social efforts for specific product categories