The document discusses a new metric called the Social Engagement Index (SEI) that quantifies the impact of social media conversations on brand engagement. It can identify key conversations that drive engagement for a brand and category. The SEI is more predictive of sales than traditional sentiment analysis. Case studies show the SEI can be used to develop digital strategies, value marketing campaigns, and enhance promotions based on consumer responses. Analyzing a breakfast sandwich promotion, the SEI identified a significant lift during the promotion week but also revealed later concerns about fat content.
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Social Media Metrics and ROI: mUmBRELLA and TCO Social Media TCO
What is the value of my brand’s social media presence? This presentation will demonstrate the steps required to measure the return on your investment- including setting objectives and what you should be aiming for with a social media presence. This session will also explore Measurement on Facebook and other social media sites. Bringing terms like ’virality,” “Reach”, “Talking about vs Engaged Users" into plain language; what they mean for your brand and benchmarks to aim for.
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Social Media Metrics and ROI: mUmBRELLA and TCO Social Media TCO
What is the value of my brand’s social media presence? This presentation will demonstrate the steps required to measure the return on your investment- including setting objectives and what you should be aiming for with a social media presence. This session will also explore Measurement on Facebook and other social media sites. Bringing terms like ’virality,” “Reach”, “Talking about vs Engaged Users" into plain language; what they mean for your brand and benchmarks to aim for.
FullQuota Webinar: 6 Keys to Creating GREAT ContentFullQuota
Reed Overfelt, Chief Marketer and CEO of FullQuota, shows you how to create content that gets found when the buyer is looking for it and that speaks to your buyer’s needs at each stage of the buying cycle.
He’ll show you the 6 keys to creating great content:
* Identify and understand the “real” needs of your target buyers,
* Create content tailored to your buyers’ needs and interests,
* Make a content calendar that keeps you on track,
* Optimize your content so that it gets found every time a buyer is looking,
* Promote your content so that it’s found where your buyers hang out, and
* Find out what content works best.
Who’s it for?
Marketing directors that want content that drives sales and fills up their pipeline.
SB'12 - Kevin Williams - Pure Branding, Nic Covey - Nielson, Lloyd Burdett - ...Sustainable Brands
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Social Data can be analysed to GET INSIGHTS about a target group based on social profiles, online activity, connections and content associated to them, to FIND prospects with “social coincidences” and for LEAD GENERATION content & inbound marketing campaings
This is a new framework and methodology I've developed to help measure social media activity. It's been developed on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
This is likely to be an evolving document to interested to hear your thoughts!
Al Shah's powerpoint presentation from the June 27 webinar from People Management magazine – People power: Sourcing brilliant ideas using social media.
Watch the webinar on demand at http://webinars.peoplemanagement.co.uk/
Social media & PR_Nathan Misner_WE_Feb2011MeilinWS
Nathan Misner's presentation at the Social Media & PR conference in Singapore. Great case studies and how to get rid of zombie campaigns! Contactable via nathanm@waggeneredstrom.com
Young & Free Challenge Marketing ExplainedTim McAlpine
Tim McAlpine from Currency Marketing presents an update on how credit unions are embracing Young & Free, a Gen Y member attraction program for credit unions. Learn more at http://www.livingyoungandfree.com
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
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.
More Related Content
Similar to Measuring Social Media ROI - Econometrics
FullQuota Webinar: 6 Keys to Creating GREAT ContentFullQuota
Reed Overfelt, Chief Marketer and CEO of FullQuota, shows you how to create content that gets found when the buyer is looking for it and that speaks to your buyer’s needs at each stage of the buying cycle.
He’ll show you the 6 keys to creating great content:
* Identify and understand the “real” needs of your target buyers,
* Create content tailored to your buyers’ needs and interests,
* Make a content calendar that keeps you on track,
* Optimize your content so that it gets found every time a buyer is looking,
* Promote your content so that it’s found where your buyers hang out, and
* Find out what content works best.
Who’s it for?
Marketing directors that want content that drives sales and fills up their pipeline.
SB'12 - Kevin Williams - Pure Branding, Nic Covey - Nielson, Lloyd Burdett - ...Sustainable Brands
A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
Social Data can be analysed to GET INSIGHTS about a target group based on social profiles, online activity, connections and content associated to them, to FIND prospects with “social coincidences” and for LEAD GENERATION content & inbound marketing campaings
This is a new framework and methodology I've developed to help measure social media activity. It's been developed on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
This is likely to be an evolving document to interested to hear your thoughts!
Al Shah's powerpoint presentation from the June 27 webinar from People Management magazine – People power: Sourcing brilliant ideas using social media.
Watch the webinar on demand at http://webinars.peoplemanagement.co.uk/
Social media & PR_Nathan Misner_WE_Feb2011MeilinWS
Nathan Misner's presentation at the Social Media & PR conference in Singapore. Great case studies and how to get rid of zombie campaigns! Contactable via nathanm@waggeneredstrom.com
Young & Free Challenge Marketing ExplainedTim McAlpine
Tim McAlpine from Currency Marketing presents an update on how credit unions are embracing Young & Free, a Gen Y member attraction program for credit unions. Learn more at http://www.livingyoungandfree.com
Similar to Measuring Social Media ROI - Econometrics (20)
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
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.
GE Lifesciences - Social Listening for ScientistsMasood Akhtar
Here's a short case study on our unique approach to social media insights based on scientific commentary. Here we were able to size, scale and trend Themes and Topics related to 'Protein Purification'. Insights were (are still being) applied to a multitude of digital content platforms.
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Excerpts in a custom social listening engagement with GE Life-sciences around Protein Purification. This uses our proprietary Language based approach to bring structure to a large body of scientific text data.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
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This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
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Here's some snippets from a recent econometrics piece for an airline operator. The operator has struggled for a number of reasons (internal and external). Now wanted to show more accountability for it's marketing spend.
most pricing decisions are made at the SKU level, yet analysed at the brand level. BLA propitiatory modeling approach to optimising SKU level pricing allows for strategic decision making.
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Using tagged media within predictive econometric models is no longer sufficient to monetise sponsorship campaigns. Our Semantic Engagement Index (SEI) decodes the fan engagement from conversations during live sports events. This helps to understand the sponsorship effectiveness is whole new light. Packaging the SEI into an econometrics approach helps to better account for sponsorship and steer future allocations.
Monetising Fan Engagement from Sponsorships and Sports Events
Measuring Social Media ROI - Econometrics
1. SOCIAL MEDIA ROI: CAN WE MEASURE THE
IMPACT OF SOCIAL BRAND CONVERSATIONS?
HOW TO MONETIZE THE CUSTOMER EXPERIENCE
Copyright Bottom Line Analytics, LLC - All Rights Reserved, 2013 1
2. MONETIZING SOCIAL MEDIA CONVERSATIONS
SOCIAL MEDIA ENGAGEMENT INDEX
APPLYING THE SEI℠ METRIC
1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
2. QUANTIFYING THE IMPACT OF SOCIAL MEDIA
3. DEVELOPING A CUSTOMER ACQUISITION STRATEGY BASED ON CONSUMER CONVERSATIONS
THAT DRIVE BRAND ENGAGEMENT
4. VALUING AND MONETIZING FACEBOOK MARKETING CAMPAIGNS
5. ENHANCING PROMOTION EXECUTION BASED ON CONSUMER ENGAGEMENT
ABOUT BOTTOM LINE ANALYTICS
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
2
3. SOCIAL MEDIA ENGAGEMENT INDEX
• Bottom-Line Analytics and a North Carolina partner have developed an innovative new
consumer engagement metric called the “Social Engagement Index” or SEI
• When developing the SEI℠, our big “ahha moment” occurred when we realized that
since social media is a form of word-of-mouth, words and semantics, not sentiment
are the foundation for understanding consumer engagement with a brand!
• This knowledge was used to create a quantitative social media metric based on
Stance-Shift linguistics theory. (Stance Shift theory has been published and peer
reviewed)
• Uses the Social Media conversations about your Brand as input.
• Results in a quantitative engagement score that is a translation of his/her
“personal” and “emotional” relationship with a brand
• SEI is highly correlated with Brand sales (75% - 85%)
• The SEI is more actionable than current sentiment metrics since it is strongly correlated
with Brand sales
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013 3
4. WHEN CALCULATING THE SEI℠ METRIC, BRAND CONVERSATIONS ARE SCORED
DIFFERENTLY BASED ON THEIR PERSONAL AND EMOTIONAL CONTENT
“I REALLY LOVE HOW MY BAGS FLY FREE WITH MY SOUTHWEST”
ENGAGEMENT
SCORE
“I LIKE THE EVERYDAY LOW RATES OF SOUTHWEST”
“I BOOKED A FLIGHT ON JET BLUE TODAY”
“THE DELTA FLIGHT ATTENDANT WAS NOT THAT HELPFUL”
“MY FLIGHT ON AMERICAN HAD THE RUDEST FLIGHT
ATTENDANTS YOU CAN IMAGINE”
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
4
5. THE SEI PROCESS CONVERTS SOCIAL MEDIA CONVERSIONS USING STANCE SHIFT
THEORY TO CREATE A QUANTITATIVE METRIC - SEI℠
1. MINE ALL SOCIAL MEDIA CHANNELS FOR
SOCIAL MEDIA BRAND CONTEXT CONVERSATIONS, E.G.
CHANNELS BRAND MENTIONS
2. PARSE INTO POSITIVE & NEGATIVE REVIEW
POSITIVE NEGATIVE GROUPS. FURTHER DIVIDE INTO KEY TOPICS.
REVIEWS REVIEWS
3. DERIVE ENGAGEMENT INDEX FROM 30
LINGUISTIC RULES TO “SCORE” MINED
EMOTIONAL SCORE BRAND/TOPIC SOCIAL MEDIA
PERSONALIZATION SCORE
LOW MED HIGH CONVERSATIONS
High
Med
4. TIME CODE BY WEEK & AGGREGATE
METRICS
Low
8
SEI SCORE
6
4
POSITIVE NEGATIVE
SCORES SCORES 2
0
Per Per Per Per Per Per Per Per Per Per
1 2 3 4 5 6 7 8 9 10
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6. WHERE OTHER SOCIAL SENTIMENT METRICS FALL SHORT, THE SEI℠
SHOWS SUPERLATIVE CORRELATIONS TO BRAND SALES!
Comparison Of The Correlation To Sales For The SEI Metric Versus
Sentiment Metrics For The Six Leading Social Data Vendors
SOCIAL ENGAGEMENT INDEX (SEI )POS/NEG RATIO 82.9%
METRIC 6 POS/NEG RATIO 5.9%
METRIC 5 POS/NEG RATIO 14.8%
METRIC 4 POS/NEG RATIO 7.7%
METRIC 3 POS/NEG RATIO -3.2%
METRIC 2 POS/NEG RATIO 2.8%
METRIC 1 POS/NEG RATIO 9.9%
-20% 0% 20% 40% 60% 80% 100%
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013 6
7. SEI℠ HAS PROVEN LINKAGE WITH BRAND SALES
The Linkage & Correlation To Sales Over Time Shows That SEI Has Predictive Power
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013 7
8. MONETIZING SOCIAL MEDIA CONVERSATIONS
SOCIAL MEDIA ENGAGEMENT INDEX
APPLYING THE SEI METRIC
1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
2. QUANTIFYING THE IMPACT OF SOCIAL MEDIA
3. DEVELOPING A CUSTOMER ACQUISITION STRATEGY BASED ON CONSUMER CONVERSATIONS
THAT DRIVE BRAND ENGAGEMENT
4. VALUING AND MONETIZING FACEBOOK MARKETING CAMPAIGNS
5. ENHANCING PROMOTION EXECUTION BASED ON CONSUMER ENGAGEMENT
ABOUT BOTTOM LINE ANALYTICS
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
8
9. 1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
• WHEN WE LOOK CONSUMER ENGAGEMENT (SEI℠) WITH NATIONAL RESTAURANT CHAINS,
RESTAURANT A STANDS OUT AS A GIANT AMONG ITS COMPETITORS
Customer Engagement (SEI) by Restaurant Chain
19% 1% 16%
12% Restaurant A
10%
Restaurant B
Restaurant C
Restaurant D
Restaurant E
Restaurant F
43%
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10. 1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
• ACROSS THE RESTAURANT, “HIGH QUALITY FOOD” AND “FRIENDLY SERVICE” CONVERSATIONS
DRIVE CONSUMER ENGAGEMENT TO AN AIRLINE
Restaurant Industry Conversations
Total Engagement (SEI) by Subject
High Quality Food
Friendly Service
Fresh Tasting Food
Quick Customer Service
Has a Wide Variety on the Menu
Good Value for the Price
A Good Place I Can Take My Children
0 10,000 20,000 30,000 40,000 50,000
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
10
11. 1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
• RESTAURANT “A” HAS THE HIGHEST OVERALL ENGAGEMENT WHEN CONSUMERS HAVE “HIGH
QUALITY FOOD” RELATED CONVERSATIONS
SEI Ratio – High Quality Food
Restaurant A
Restaurant B
Restaurant C
Restaurant D
Restaurant E
Restaurant F
- 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5
11
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
12. 1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
• RESTAURANT “A’S” COMMITMENT TO HIGH QUALITY FOOD IS DRIVING MUCH OF ITS OVERALL
ENGAGEMENT WITH CONSUMERS AND IS PROVIDING IT WITH A COMPETITIVE ADVANTAGE
Relationship Between “High Quality Food” Conversations and Restaurant
6
Conversations
5 Restaurant A
SEI – High Quality Food
4
Restaurant D
3
Restaurant B
Restaurant F
2
Restaurant E
Restaurant C
1
0
0 1 2 3 4 5 6 7
SEI - Total Restaurants
12
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
13. 2. QUANTIFYING THE IMPACT OF SOCIAL MEDIA
• WE FIND THAT CONVENTIONAL ADVERTISING HAS BOTH A “DIRECT IMPACT” ON SALES AND AN
“INDIRECT EFFECT” DUE TO ITS INFLUENCE ON SOCIAL MEDIA CONVERSATIONS AND THE SEI
• THE LARGE CONTRIBUTION FROM THE SEI℠ SUPPORTS THAT THIS IS A “WORD-OF-MOUTH” EFFECT
Net driven by media Marketing Contributions
8% Sub-model
3%
2% 2%
10%
5%
SEI
Engagement 20%
11%
67%
Base Sales Direct Alpha Brand Mass Media Direct Alpha Brand Digital Media
Direct Social Media Social Media on SNI Mass Media on SNI
Digital Media on SNI SNI Base
13
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14. 3. DEVELOPING A CUSTOMER ACQUISITION STRATEGY BASED ON CONSUMER CONVERSATIONS
THAT DRIVE BRAND ENGAGEMENT
• INSIGHTS WERE USED TO DEVELOP A DIGITAL CONTENT STRATEGY AND IN-STORE PROMOTIONS THAT
INCREASED SALES
Atmosphere
>14.0 = 466
0.6%
ToMeetPeople>
9.43 = 325
2.6% Most Important Positive Drivers:
Atmosphere
Place2HangOut <14.0 = 288
>5.46= 211 ToMeetPeople<
1.9% 1. Place to Hang Out
9.1% 9.63 = 188 2. For Meeting People
6.5%
Positive SEI
3. The Store Atmosphere
3.93 = 100 4. Beverage Products
To Meet People
>5.4 = 229
Place2HangOut
3.8%
<5.46 = 83 Beverage A
91.9% >6.4 = 271 Place2HangOut
7.7% >3.6 = 126
To Meet People 5.9% Beverage B
<5.4 = 85 >5.2 = 211.1
85.5% 1.6%
Beverage A
<6.4 = 74 Place2HangOut
77.8% <3.6 = 76
71.9% Beverage B
<5.2 = 67
70.3%
The tree starts with an average SEI score of 100; and each level indicates a higher or lower SEI based on an
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
SEI score for a topic. The percent represents the percent of the sample in each segment.
14
15. 4. VALUING AND MONETIZING FACEBOOK MARKETING CAMPAIGNS
• BY BUILDING A SALES RESPONSE MODEL USING THE SEI℠, WE CAN MONETIZE TARGETED
MARKETING ACTIVITIES SUCH AS FACEBOOK CAMPAIGNS
15
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
16. 5. ENHANCING PROMOTION EXECUTION BASED ON CONSUMER ENGAGEMENT
• THE BREAKFAST SANDWICH PROMOTION GENERATED A POSITIVE LIFE IN CONSUMER
ENGAGEMENT
Promotion Results
• During a six month time period, the Client
featured its Breakfast item with a promotion Artisan Sandwich [Jan 4th - Jan 10th]
Lift Over Avg
price of $2 with the purchase of a beverage. SEI Pre Promo Promo Post Promo
Benchmarks
12 1 12
• We analyzed the promotion impact by # Weeks 16 1 16 Pre & Post
comparing the baseline average Social Average Wk
Engagement Index (SEI) performance prior to POS 6584 135259 100 150
108 169%
150%
NEG 2023 60 77 29 160
37 160%
and after the promotion to the promotion 60 170 182 65 180
160%
Net* 61 72 173%
180%
period. 3.2 3.13.37 2.8
Ratio* 3.73 2.96
• SEI metrics reflect a significant promo lift in
social engagements during the promo week * Net = POS minus NEG
Ratio = POS/NEG
compared to the benchmark 16wk pre and post
periods. The net POS/NEG metric was up 180%. Lift By Channel
• The promo lift was occurred across all social
Total Blogs Boards Facebook Twitter
media channels.
173%
180% 193%
150% 164%
170% 39%
40% 165%
180%
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
17. 5. ENHANCING PROMOTION EXECUTION BASED ON CONSUMER ENGAGEMENT
• THE BREAKFAST ITEM TRENDED HIGHER DURING THE PROMOTION
Weekly Trended SEI ℠
Breakfast Item
• The SEI metric identified a
significant promo lift for the
Breakfast item based on social
engagements during the promo
week. This is comparable to
the lift experience by a
previous Free Coupon
promotion.
• However, the SEI was much Breakfast Item
higher during the previous
promo possibly due to the
excitement created by “Free”
product.
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
18. 5. ENHANCING PROMOTION EXECUTION BASED ON CONSUMER ENGAGEMENT
• AFTER THE BREAKFAST ITEM PROMOTION, CONSUMERS EXPRESSED CONCERNS ABOUT HIGH
FAT CONTENT AND MADE DIRECT COMPARISONS TO COMPETITIVE BREAKFAST ITEMS
Consumer Responses to Promotions
Concerns about Fat and
Breakfast Item Comparisons to competitive products
Concerns
Average
Promotion Product Product & Retail
Promotion Day Taste Time Diet Occasion All
Cluster Cluster Experience Compare Competition
Clusters
Cluster
Breakfast
Item 0.10 0.25 -0.05 -0.19 -0.70 -0.10 0.33 2.45 0.15 2.66 3.12 0.46
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19. MONETIZING SOCIAL MEDIA CONVERSATIONS
SOCIAL MEDIA ENGAGEMENT INDEX
APPLYING THE SEI℠ METRIC
1. IDENTIFYING CATEGORY DRIVERS AND CONVERSATIONS IMPACTING BRAND ENGAGEMENT
2. QUANTIFYING THE IMPACT OF SOCIAL MEDIA
3. DEVELOPING A CUSTOMER ACQUISITION STRATEGY BASED ON CONSUMER CONVERSATIONS
THAT DRIVE BRAND ENGAGEMENT
4. VALUING AND MONETIZING FACEBOOK MARKETING CAMPAIGNS
5. ENHANCING PROMOTION EXECUTION BASED ON CONSUMER ENGAGEMENT
ABOUT BOTTOM LINE ANALYTICS
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013
19
20. ABOUT US
Bottom-Line Analytics LLC is a consulting group focusing on
marketing and social media analytics
Our modeling experts have a total of over 100 years of direct
experience with marketing optimization modeling. This includes
direct experience in over 35 countries and dozens of product
categories.
We are dedicated to the principles of innovation, excellence
and uncompromising customer service.
Most important, however, we are dedicated to getting tangible
and positive business results for our clients.
20
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21. OUR TEAM’S EXPERIENCE
21
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22. Contact Information
• David Weinberger
• Chief Marketing Officer
• (o)770.649.0472
• David@bottomlineanalytics.com
• Bottom-Line Analytics LLC
22
Copyright Bottom Line Analytics, LLC and Next Generation Marketing Research - All Rights Reserved, 2013