Attributing Returns  to Social Media           www.42inception.com
Attributing Returns to Investment AttributionEstablishing unbroken chain of eventsfromthe “investment” to the “return”    ...
Unbroken Chain of Events: e-commerce   Attribution  1. You Post a Link of         2. Total 3500 people      3a. Total 17 o...
Unbroken Chain of Events - Services   Attribution 1. You see 38 tweets           2. You respond to all          3. Total 7...
Unbroken Chain of Events: CRM   Attribution   1. You see a –ve             2. You interact with    3. Customer now tweet b...
Attribution is a Hard Problem Attribution                       More often than not, it’s hard to Broken Chains         es...
What are Broken Chains of Events?Attribution – Broken Chains  You Promote your product on LinkedIn  You use a Blog for tho...
Fixing Broken ChainsAttribution – Broken Chains                                            • Ask your customers           ...
Attribution is a Hard Problem Attribution                       More often than not, it’s hard to Broken Chains         es...
Missing Metrics ExamplesAttribution – Missing Metrics         How many issues         were resolved on             Twitter...
Resolving Issues around Metrics  Attribution – Missing Metrics       Issue:         All the metrics are not captured in a ...
Resolving Issues around Metrics  Attribution – Missing Metrics       Issue:         All the metrics are not fully measurab...
Attribution is a Hard Problem Attribution                       More often than not, it’s hard to Broken Chains         es...
Leverage Digital Marketing for Incredible Growth?            Our Training is a click away!                www.42inception....
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Attributing Returns to Social Media

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Attributing Returns to Social Media

  1. 1. Attributing Returns to Social Media www.42inception.com
  2. 2. Attributing Returns to Investment AttributionEstablishing unbroken chain of eventsfromthe “investment” to the “return” www.42inception.com
  3. 3. Unbroken Chain of Events: e-commerce Attribution 1. You Post a Link of 2. Total 3500 people 3a. Total 17 of these your Product Page on visit product page buy the product in Facebook through that link first visit 3b. Total 250 people 4. In 15 days period, register for Free Trial 34 people upgrade to version paid from trialInvestment: Posting a link on FacebookResult: 51 product units sold www.42inception.com
  4. 4. Unbroken Chain of Events - Services Attribution 1. You see 38 tweets 2. You respond to all 3. Total 7 people by people looking for of them introducing interact with you for web design your services further details 4. You close business worth $7.5K with 3 of them.Investment: Listening on Twitter & Responding to prospectsResult: $7.5K worth of Business www.42inception.com
  5. 5. Unbroken Chain of Events: CRM Attribution 1. You see a –ve 2. You interact with 3. Customer now tweet by a customer the customer & appreciates your about your product resolve the issue service on twitter 4. You get 6 more customers worth $9K through this referralInvestment: Customer service on TwitterResult: $9K worth of Business www.42inception.com
  6. 6. Attribution is a Hard Problem Attribution More often than not, it’s hard to Broken Chains establish a credible sequence of events. Not all the metrics are available or Missing Metrics captured automatically. Multiple marketing efforts with a single Mixed Influence outcome coincide with each other. www.42inception.com
  7. 7. What are Broken Chains of Events?Attribution – Broken Chains You Promote your product on LinkedIn You use a Blog for thought leadership You get $20K worth of Business with “unknown You interact with source”people on FB/Twitter You resolve people’s issues on FB/Twitter www.42inception.com
  8. 8. Fixing Broken ChainsAttribution – Broken Chains • Ask your customers where they came from “if you can” • Could be part of registration process or included at some other step • Not reliable but might provide indicators www.42inception.com
  9. 9. Attribution is a Hard Problem Attribution More often than not, it’s hard to Broken Chains establish a credible sequence of events. Not all the metrics are available or Missing Metrics captured automatically. Multiple marketing efforts with a single Mixed Influence outcome coincide with each other. www.42inception.com
  10. 10. Missing Metrics ExamplesAttribution – Missing Metrics How many issues were resolved on Twitter? How many $ were saved/earned by resolution of issues? Did you note down that FB was used for Market Research? And that lead came from an introduction over LinkedIn! www.42inception.com
  11. 11. Resolving Issues around Metrics Attribution – Missing Metrics Issue: All the metrics are not captured in a tool. E.g. if you resolved a customer issue on Twitter, which tool recorded this?Resolution: Needs deploying a tool or a simple manual capturing of the data in a document. The choice depends on the scale. www.42inception.com
  12. 12. Resolving Issues around Metrics Attribution – Missing Metrics Issue: All the metrics are not fully measurable. E.g. value of resolving a customer issue on Twitter. Is it $20 or $2K or $2M?Resolution: Needs a simple model to find approximate value. E.g. resolving a customer issue could be worth the business given by that customer. www.42inception.com
  13. 13. Attribution is a Hard Problem Attribution More often than not, it’s hard to Broken Chains establish a credible sequence of events. Not all the metrics are available or Missing Metrics captured automatically. Multiple marketing efforts with a single Mixed Influence outcome coincide with each other. www.42inception.com
  14. 14. Leverage Digital Marketing for Incredible Growth? Our Training is a click away! www.42inception.com www.42inception.com

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