Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Econometrics for marketing
“Half my advertising spend is wasted; the trouble is, I don’t know which half.”
– John Wanamaker
“the long term is not simply the adding up of short terms.”
– Peter Drucker
“We want to enable Audience First Marketing; how do we measure its commercial impact?”
– Marketers with a customer-centric mindset
Marketing mix modeling | Econometrics brand valuation | Audience first marketing | Econometrics for marketing | Marketing measurement
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Econometrics for marketing
“Half my advertising spend is wasted; the trouble is, I don’t know which half.”
– John Wanamaker
“the long term is not simply the adding up of short terms.”
– Peter Drucker
“We want to enable Audience First Marketing; how do we measure its commercial impact?”
– Marketers with a customer-centric mindset
Marketing mix modeling | Econometrics brand valuation | Audience first marketing | Econometrics for marketing | Marketing measurement
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
One thing everyone can agree on is that the “new buyer’s journey” is changing how customers buy everything from cars to firewalls. The traditional roles of sales and marketing are changing like never before. Add the complexity of selling through an indirect channel and things can start to feel pretty complicated. The good news is that there are practical approaches that help align channel marketing and sales to help smooth these seemingly troubled waters.
Biznation is an inter university business case competition organized by IUT Career and Business Society. In the online round, we were asked to find the Lunchclub's strategical moves and finding some issues regarding their business.
As we start to consider what next year’s plan looks like, we must remember to start with the problem we’re trying to solve and exploring the best direction of travel before prioritising tactical activities and allocating budgets
Modeling The Market Mix Modeling Problem (Media Mix Optimization)Amit Satsangi
Channel Attribution Modeling is not the best way to decide on Media Mix Optimization (Channel ROI). Here I present results by formulating the problem as a Marketing Mix using two models:
(a) Linear Regression Analysis
(b) Log-linear Multiplicative Model
Indirect Go To Market Strategy Powerpoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Indirect Go To Market Strategy Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of six three slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/39IzzK7
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Hi, I'm Colin, a hugely experienced Strategy Director with a proven track record in shaping and executing award-winning brand, communications and digital strategies. freelance UX & Strategy.
I have a diverse background, spanning client-side, creative and media agency roles, which enables a consultative approach, joined-up strategic thinking and ensures the customer is placed at the heart of the solution. I have specialisms in Automotive, B2B, Financial Services, Behavioural Economics, CRM and integrated marketing strategies
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
a seven step e marketing plan prepared for presentation at NUML university lahore. the example of facebook has been used to elaborate the 7 steps of e marketingplanning
This PPT deck displays thirty three slides with in depth research. Our Corporate Marketing PowerPoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Corporate Marketing PowerPoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement. http://bit.ly/2SrulIW
Direct Mail & Email for Student Recruitment (NAGAP 2008)Direct Development
A presentation on Multi-Channel Marketing for Adult-student Recruiting. Covers 4 topics: Knowing your Target Market, Understanding List Acquisition, Integrating Direct Mail and Email, and Tracking Results. (Co-Presented by Marymount University and Direct Development at the NAGAP 2008 Conference.)
One thing everyone can agree on is that the “new buyer’s journey” is changing how customers buy everything from cars to firewalls. The traditional roles of sales and marketing are changing like never before. Add the complexity of selling through an indirect channel and things can start to feel pretty complicated. The good news is that there are practical approaches that help align channel marketing and sales to help smooth these seemingly troubled waters.
Biznation is an inter university business case competition organized by IUT Career and Business Society. In the online round, we were asked to find the Lunchclub's strategical moves and finding some issues regarding their business.
As we start to consider what next year’s plan looks like, we must remember to start with the problem we’re trying to solve and exploring the best direction of travel before prioritising tactical activities and allocating budgets
Modeling The Market Mix Modeling Problem (Media Mix Optimization)Amit Satsangi
Channel Attribution Modeling is not the best way to decide on Media Mix Optimization (Channel ROI). Here I present results by formulating the problem as a Marketing Mix using two models:
(a) Linear Regression Analysis
(b) Log-linear Multiplicative Model
Indirect Go To Market Strategy Powerpoint Presentation SlidesSlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Indirect Go To Market Strategy Powerpoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of six three slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/39IzzK7
This report presents the findings of Inbound Marketing research, providing all marketers with a useful set of benchmarks to compare their use of these approaches.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Hi, I'm Colin, a hugely experienced Strategy Director with a proven track record in shaping and executing award-winning brand, communications and digital strategies. freelance UX & Strategy.
I have a diverse background, spanning client-side, creative and media agency roles, which enables a consultative approach, joined-up strategic thinking and ensures the customer is placed at the heart of the solution. I have specialisms in Automotive, B2B, Financial Services, Behavioural Economics, CRM and integrated marketing strategies
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
Marketing ROI Measurement & Case Study for TelecomMichael Wolfe
Wireless Telecom is a complex category, with multiple ad messaging from ads for cellphones, cellphone plans and branded messages claiming network superiority. This is an actual case study that sorts all of this out and illustrates the power of marketing measurement and ROI assessment
a seven step e marketing plan prepared for presentation at NUML university lahore. the example of facebook has been used to elaborate the 7 steps of e marketingplanning
This PPT deck displays thirty three slides with in depth research. Our Corporate Marketing PowerPoint Presentation Slides presentation deck is a helpful tool to plan, prepare, document and analyse the topic with a clear approach. We provide a ready to use deck with all sorts of relevant topics subtopics templates, charts and graphs, overviews, analysis templates. Outline all the important aspects without any hassle. It showcases of all kind of editable templates infographics for an inclusive and comprehensive Corporate Marketing PowerPoint Presentation Slides presentation. Professionals, managers, individual and team involved in any company organization from any field can use them as per requirement. http://bit.ly/2SrulIW
Direct Mail & Email for Student Recruitment (NAGAP 2008)Direct Development
A presentation on Multi-Channel Marketing for Adult-student Recruiting. Covers 4 topics: Knowing your Target Market, Understanding List Acquisition, Integrating Direct Mail and Email, and Tracking Results. (Co-Presented by Marymount University and Direct Development at the NAGAP 2008 Conference.)
Marketing automation doesn’t have to mean automating spam. You can automate marketing people love.This presentation includes the data you need to know to automate your marketing efforts, including channels from email marketing to social media. Using large datasets and real data, you’ve never seen marketing automation taught like this.
The Science behind Viral Marketing is a look at the key factors that drive growth in viral marketing. (Hint, the most important factor is not the one everyone expects.) It also looks at what is needed to get virality to work, and how to create and optimize viral marketing campaigns or viral products.
One part of the presntation shows the key formulae behind viral marketing.
Suitable for marketers or for product designers.
Multichannel Mashup: 31 Tips on How to Combine Channels for Fundraising Suc...Barb Perell
With so many communications channels available to direct marketers, it can be difficult to determine the right channel mix for your organization. Check out these ideas on how to integrate strategies across channels (mail, phone, digital) to boost your bottom line. How does integration amplify the impact?
How to Become a Thought Leader in Your NicheLeslie Samuel
Are bloggers thought leaders? Here are some tips on how you can become one. Provide great value, put awesome content out there on a regular basis, and help others.
Marketing And Its Future Metrics Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Marketing And Its Future Metrics Proposal PowerPoint Presentation Slides.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/2Serrsm
Managing Advertising Agencies Throughout a Product's LifecycleDana Small
Find out best practices when it comes to managing advertising agencies throughout a product's lifecycle. From pre-launch to decline, find out what you can do to ensure you're getting the best support and price.
Is social media the new direct marketing - 3 march 2011 -- slideshareRon Jacobs
No one believes that Social Media Marketing is the new Direct Marketing, but it is making an impact everything that we do. Social Media Marketing's ability to capture huge amounts of data, is something that every marketer should be aware of, no matter if they choose to take advantage of it or not. This presentation was given to the Detroit Direct Marketing Association on 3 March 2011.
If your company needs to submit a Marketing Proposal Template PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/3bsDLfU
How do you choose the right channel incentives to match your strategy and accomplish your organizational goals? Is it science? Is it art?
In this presentation, Dan Overgaag, Principal for The Spur Group, Rod Baptie, Founder of Channel Focus/ Baptie & Co, and Steven Kellam VP of Global Alliances at 360insights shared and discussed a framework for how to choose and implement the right channel program to achieve transformational goals.
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
22. A/B Split Testing Headline Image Offer Body Copy Test A Test B Headline Image Offer Body Copy Call to Action Call to Action Test one variable at a time
23. Multivariate Testing Headline 1 Image A Offer 1 Body Copy a Test A Test B Headline 2 Image B Offer 2 Body Copy b Call to Action I Call to Action II Test C Head line 3 Image C Offer 2 Body Copy c Call to Action III Test multiple variables at a time 3 6 Variables (3x3x3x3x3x3) = 729 Tests
28. Social Media Relevant measures are being tracked, analyzed and used for program optimization & ROMI
29. Social commentary on Social Media AND “UPLOAD” PICTURES OF THEIR BREAKFASTS TO A “ FACEBOOK ” AND OTHER PEOPLE WILL LOOK AT THE BREAKFASTS AND MAKE COMMENTS SORRY TO BURST YOUR BUBBLE DUDES, BUT YOU ASKED. YES, THAT’S THE FUTURE! FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THIS MORE INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!! SO YOU’RE SAYING PEOPLE WILL “ TWEET” WHAT THEY EAT” FOR BREAKFAST?
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32. CMO’s want social media measurement, but don’t do it Source: eMarketer.com
The real/ultimate death of mass media 500 channels on TV & less influence of TV networks Higher TV rates for fewer viewers Higher Newspaper rates, lower readership Printed newspapers will be extinct by 2014 – (Davos 2007) Radio going satellite (Sirius, XM) Effects of time shifting and on-demand (TIVO, DVR’s, Digital, etc.) Messages delivered or offered to smaller segments Nirvana is segments of one… But they constantly change Understand the media consumption habits of your customers How do they receive, process, transmit and circulate communications? How does it change with demographics, psychographics, geography, timing and as new media and channels are created? Note the 3 C’s of 1960’s advertising: Creative, Cigarettes and Canadian Club Whiskey
The quid pro quo among marketers, channels & consumers is gone Marketers are resistant to support broad media & channels Consumers unwilling to pay for information from media Multichannel marketing is now the rule Broadcast, print, direct mail, email, web… None stand alone Purchase decisions are collaborative, not linear Be with customers on their journeys, nurturing them along the way Brand marketing is no longer about just changing perceptions, it’s about changing behavior Moved from exposure to involvement and engagement Brand & response are interwoven
19 % that they were confident that if they had to cut marketing spend by 10 percent, they could use metrics and analysis to forecast the impact on sales 33% of respondents use cross-functional teams to address accountability (Marketing, finance and research)up from 22% in 2008. 43% use customer lifetime value models as an accountability technique, up from 27 percent in the prior year’s study 53% are shifting investments from brand-building initiatives to promotional marketing 70% shifting investments from traditional to digital media
The last couple of years have seen a number of efforts by marketing professionals and academics to summarize marketing’s performance in one metric. Reicheld’s Net Promoter Score, Peppers and Rogers’ Return On Customer and Doyle’s Increase in Shareholder Value are examples of such efforts. While some of these metrics can be useful performance indicators, they will never be able to explain the workings of marketing in its entirety.
33 one of the biggest problems most marketers have today is the short-termism that is killing businesses everywhere. When a customer has a good experience with your brand, say through an interesting visit to the store or a nice tour of a Web site, his likelihood of buying in the future increases, so his LTV increases. This increase in LTV represents the value created by that immediate experience. Therefore, LTV should be used not just to assess the attractiveness of prospects and prioritize your customer acquisition strategy, but it should be used by companies as a short-term metric of the long-term benefits of good (or bad) customer experiences!
1. Business contribution These are effectiveness measures comparing the performance of the online channel with other channels. Examples: • Online revenue contribution ($, %) – direct and indirect (i.e. transacted online and referred online from offline); • Online profit contribution ($, %) – Profit contribution to the company in the period; • Online sales transaction contribution (n, %) – direct and indirect (% sales online may differ considerably from % revenue or profit contribution if there is a different average order value or profitability online); • Online service transaction contribution (n, %, $) – what percentage of different types of customer service occur online. Cost savings can be calculated for these also; • Online reach % – Share of online users attracted to the site in an industry category in a week or month assessed by services such as Hitwise or Netratings. Strictly, reach should be assessed through reaching customers via third party sites; • Online market share – % of online market revenue captured in comparison with offline. This is difficult to establish in some markets, dependent on industry collaboration; • Online customer migration – % of existing customers using online services. 2. Marketing outcomes: • Sales (n, $) (If relevant); • Leads (n) (registrations of other opportunities to sell); • Cost per Acquisition (CPA) – Promotional cost of obtaining a first time sale; • Other costs – Cost of good sold and average margin. Cost of service; • Average order value (Basket size); • Lifetime value ($) for different customer groups; • Average touch frequency – for example, for e-mail marketing. 3. Customer satisfaction: • Customer satisfaction and loyalty indices; • Number of comments from site and e-mail (% favorable and unfavorable); • Brand metrics (brand favorability); • Site performance and availability; • E-mail enquiry response time and accuracy. 4. Customer behavior: • Site engagement rates (Bounce rates overall and for different pages); • Site conversion rates (Visit to Sale, Visit to opportunity and Opportunity to Sale); • E-mail conversion rates (Newsletter and campaign related); • Visits involving a page view in different categories (Product pages, Service pages, Where to Buy, Contact Us). Visits / customers can be scored according to this; • Visits to purchase/Time to purchase – indication of number of visits involved with purchase; • Number of products purchased per customer; • Transaction behavior (Recency, Frequency, Monetary value analysis for different categories and customer types). RF analysis also relevant for site visits, e-mail response and different service types; • Activity or participation levels (Percentage of customer base / registrations who are actively using online service(s)). nActivated, nActive, nDormant, nLapsed, etc.; • Loyalty or churn metrics (% of customers repeat purchasing in given time, e.g. 1 year). 5. Channel promotion: • Referrer mix from different sources (direct, search, affiliates, etc); • Share of search (main terms within market); • Cost Per Click/Cost Per Contact (Visitors) average and CPM average for online/offline ads. 6. Social Media A variety of measures that quantify some very soft measurements. This is state of the art just now.
Like other forms of direct marketing testing, merchants can use either A/B or Multivariate testing to test headlines, offers body copy, offers, calls to action, images, product pages, order pages, guarantees, prices, bonus offers, and many other variables Merchants often report dramatic increases when testing different copy text, form layouts, landing pages, images and background colors. However, not all elements produce the same increase in conversions, and by looking at the results from different tests, it is possible to identify those elements that consistently produce the greatest increase in conversions for a marketer’s web site. Different customer groups react differently, which is why testing is so important.
There are two kinds of web testing for E-Commerce sites. A/B testing, also called split testing, allows the testing of two different versions of a design, copy or offer, to see which performs the best. For decades, this has been a classic method in direct mail, where companies often split their mailing lists and send out different versions of a mailing to different recipients. A/B testing is also popular on the Web, where it's easy to make your site show different page versions to different visitors. Use A/B testing when a web site gets fewer than 1,000 page views per week. It is useful when testing big things. For example, if moving complete sections provides an advantage or if changing the overall copy and design works better than the established copy and design. Multivariate testing is the most robust way to test a lot of variables at one time. This advanced statistical methodology can test the effectiveness of limitless combinations. The only limits on the number of combinations and the number of variables in a multivariate test are the amount of time it will take to get a statistically valid sample of visitors and a marketer’s computational power. This form of testing can only be done when a web site receives more than 1,000 page views per week. It can help an E-Commerce merchant optimize multiple content changes in different parts of a multiple web pages simultaneously.
A/B testing is the simplest and easiest form of web testing. Based on “the Scientific Method” of statistical analysis, it’s main limitation is that only way variable can be tested at one time. In the example, all variables remain the same with the exception of the design. So, design is the variable that was tested. Headlines, offers, images or products could be tested. Often merchants choose A/B testing when they want to test completely different pages. That’s okay, so long as what is being analyzed as the variable is the complete difference. Like other forms of direct marketing, it’s best to test the big things. If you can’t see the difference in two different combinations being tested, it’s unlikely that visitors will.
Multivariate testing is an area of high growth, as it helps websites ensure that they are getting the most from the visitors arriving at their site. Search engine optimization and pay per click advertising bring visitors to a site and have been extensively used by many marketers. Multivariate testing allows marketers to ensure that visitors arriving at their website are being shown the right offers, content and layout to convert them to sale, registration or the desired action. In the example, headlines, offers, copy, images, background colors are tested. It’s easy to get carried away with multivariate analysis. So, it’s better to test a small number of variations to insure that there are at least 100 conversions per combination analyzed. Website visitors will vote with their clicks for which content they prefer. Multivariate testing is transparent to the visitor, and technology is capable of ensuring that each visitor is shown the same content on every visit. Both A/B and Multivariate Testing allow the market to decide a marketer’s best web page options. There is no room for guessing.
From blogs and landing pages, to official outlets on social media sites, marketers now manage a large extended web that thrives beyond the borders of the traditional web site. Great conversion optimization must leverage the dynamics of each layer — and coordinate the interaction between them. The different layers of this extended web require different methods of conversion optimization thrive in each: Core web : online applications Inner web : your traditional, navigable web site Outer web : landing pages, blogs, microsites Social web : outposts on social media sites Advertising networks : paid media on other sites For instance: The outer web is where the best practices of landing page optimization and post-click marketing shine. Users have more flexible expectations on landing pages, especially when responding to specific, targeted offers. You can engage in full-scale A/B testing of different layouts, content presentations, multi-step flows, calls to action, and behavioral segmentation choices — almost anything you can imagine.
Elusiveness continues to prevail however. The study found that the exact impact of social media tactics evade the grasp of CMOs. - 53% are unsure about their return on Twitter -50% are unable to assess the value of LinkedIn or industry blogs More specifically however, roughly 15% believe there is no ROI associated with Twitter and just over 10% cannot glean ROI from LinkedIn or Facebook. I believe this is the direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.
References ("I'd buy this...") or score in the product ratings sites ("4.7 out of 5") Positive posts Conversion rate of people in your community Uploads of content Willingness to forward your content ("virality") Posts in your community Mentions outside of your community "Span of influence" of your community members (e.g., how many friends, on average, do your community members have) Downloads / reads of content Registrants in your community
Social Engagement Index (SEI) - The SEI is a proxy for a brand social reach and is calculated by weighting the raw number of conversations by the reach of its participants. The raw score is then calibrated into an index. A score of 100 is the base brand score. Anything above this indicates a greater net reach of social conversations compared to the average brand. Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment. We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant. We then apply a function that accounts for the sentiment of positive and negative comments. Finally we calibrate this into an index based upon 100 point brand score. Anything above this indicates a greater net amount of positive engagements, while a score less than indicates more negative. The further away from 100 a score falls the more intense the sentiment.
Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment. We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant. We then apply a function that accounts for the sentiment of positive and negative comments. Finally we calibrate this into an index based upon 100 point brand score. Anything above this indicates a greater net amount of positive engagements, while a score less than indicates more negative. The further away from 100 a score falls the more intense the sentiment.
Cost Per Social Impression (CPSM) - How much would you be willing to pay for a Tweet? or a new fan or follower? Clearly social media is in its infancy as a cross-channel media measurement tool, but already it's clear the social space is an excellent medium for measurement as it reflects and resonates brands spend in other channels. In an effort to gauge how successful the brands were at converting their Super Bowl media spend to social engagement we've taken the potential reach of the conversation, using a popularity score as a multiplier, and divided it by the media spend. In looking at a brands CPSM, the closer to $0.00 the better.