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Dark Social Is The Most Important Marketing Data You're Not Tracking

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Brands are missing out on a massive amount of campaign performance—70% of it to be exact. This unattributed data, appropriately dubbed Dark Social, is not only the potential difference between making and missing important business goals, but is also a concept that so many marketers don’t even know exists.

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Dark Social Is The Most Important Marketing Data You're Not Tracking

  1. 1. 1 Dark Social Is The Most Important Marketing Data Brands Are Not Tracking
  2. 2. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 2 What We’ll Discuss DARK SOCIAL IS THE MOST IMPORTANT MARKETING DATA BRANDS ARE NOT TRACKING •  Common Marketing Cam-PAINS •  Defining Multi-generational Dark Social •  Uncovering Why It’s So Critical •  The Multi-Gen Dark Social Effect •  Takeaways
  3. 3. Common Marketing Camp-PAINS WHAT MARKETERS ARE STRUGGLING WITH 3
  4. 4. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 4 expect to spend time and resources on cross-social measurement Common Marketing Camp-PAINS BRANDS FIND THEMSELVES BETWEEN MEANINGFUL MEASUREMENT AND PERFORMANCE see a growing emphasis on marketing investments & measurability lack technology to track value from their initiatives IAB & Winterberry Group’s “The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight”
  5. 5. THE LOW-DOWN ON DARK SOCIAL Defining Multi-Generational Dark Social 5 Photo credit: Remko van Dokkum via Visualhunt.com / CC BY
  6. 6. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 6 Defining Multi-Generational Dark Social THE LOW-DOWN ON DARK SOCIAL Dark Social The previously untrackable multi- generational copy- paste sharing activity and downstream engagement for social content. [dahrk soh-shuh l] -noun
  7. 7. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 7 How Does It Fit In To The Larger Social Advertising Pie? DEFINING DARK SOCIAL Photo credit: CabooseSpiceCo via VisualHunt.com / CC BY Collaboration Insure all internal & external teams are communicating effectively about initiatives Performance Efficient multi-network ad deployment and optimizationMeasurement Proper attribution for all channels and generations of engagement Intelligence Cross-channel real-time reporting for paid, organic, creative and audiences Visibility Data aggregation and normalization for deeper visibility and control What You Need To Make Social Advertising ROI A Piece(s) Of Pie
  8. 8. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 8 The 1st Generation Of Activity DEFINING DARK SOCIAL The first generation of engagement is produced from users who are directly exposed to your content, and is widely trackable
  9. 9. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 9 Multi-Generational & Dark Social Activity DEFINING DARK SOCIAL ! This is multi-generational & Dark Social activity "
  10. 10. 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL Uncovering Why It’s So Critical 10 Photo credit: Remko van Dokkum via Visualhunt.com / CC BY
  11. 11. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 11 or more of sharing activity Uncovering Why It’s So Critical 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed 70% of revenue 34% the conversion rate 2X
  12. 12. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 12 share content online Uncovering Why It’s So Critical 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL The State Of Content: Rules of Engagement For 2016 75% trust content from someone they know 72% will share content from someone they know 73%
  13. 13. The Multi-Gen Dark Social Effect ATTRIBUTION IS EVERYTHING 13
  14. 14. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 14 Total Campaign Budget The Multi-Gen Dark Social Effect ATTRIBUTION IS EVERYTHING $56,874 Assumed 58,725 Actual 195,750 Assumed 31,961 Actual 41,508 Assumed 3,899 Actual 5,819 Assumed $1.78 Actual $1.37 Assumed $0.97 Actual $0.29 Assumed 12.2% Actual 14.0% Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed
  15. 15. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 15 Uncovering Why It’s So Critical 3 REASONS WHY YOU SHOULD CARE ABOUT DARK SOCIAL Unified Case Study, “em michelle phan Decodes Dark Social Engagment To Reveal Up To 34% Of Revenue Previously Unattributed Assumed $31,961 Actual $41,508
  16. 16. Takeaways IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS 16
  17. 17. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 17 Takeaways IF YOU FORGET MOST OF WHAT I SAID, REMEMBER THIS Multi-Generational Dark Social Activity Is A Critical Piece Of The Larger Social Advertising Pie Multi-Generational Dark Social Activity Accounts For As Much As 70% Of Your Content Shares It Can Substantially Impact Reporting For Marketing Initiatives (Especially Revenue Which Can Be 34%)
  18. 18. UNIFIED.COM CONFIDENTIAL 2016 Unified, Inc 18 Questions? Unified Unified GetUnified Unified.com marketing@unified.com

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