Sneak preview of Visible Measures new social video campaign tracking tool
Facebook plans to add a conversion tracking tool to its suite of advertising products based on demand from the marketplace. The platform will allow marketers to track clicks through conversion, Brian Boland, manager of direct response solutions for Facebook, told OMMA Social attendees in San Francisco on Tuesday.
Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. The feature will help marketers build out messages as the campaign expands into a variety of pieces.
Boland also served up advice on how to calculate a cost-per-fan metric to determine the campaigns return on investment (ROI). Not only the cost to acquire a fan, but the fan's worth. "Some businesses have looked at it as the depth in which they have the community engaged and look at the downstream effects," he says, pointing to Starbucks and Threadless as two examples.
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Check out last night's course presentation for the ADMA Digital Certificate in Marketing on the 4 major data categories (campaign, customer, competitor and consumer data) and what the data in each category can be used for.
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Forrester published a great research report on multi-channel media attribution a while ago which I use all the time to explain this concept to clients so I can only recommend you buy the original report or find a colleague who has a copy.
Ask yourself what platform as well as business rules and metrics your business will use to populate the below chart. How will you deal with organic channels such as organic search and referrals? What a about non-digital channels, could they be included in the model? What could the results be broken down by? Customer vs. prospect? Stages of the purchase funnel? Product categories? To purchase the original research study follow the below link.Comments [0]
Mindset Media lets advertisers define their targets on 21 standard elements of personality including segments such as 'perfectionism' and 'optimism'. Interesting approach, powerful if creative and message are matched to segments but wonder how they define and identify their segments? Surveys? Focus groups?
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