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WEB ANALYTICS DEMYSTIFIED AND ALTIMETER GROUP

SOCIAL MARKETING ANALYTICS
A NEW FRAMEWORK FOR MEASURING RESULTS IN SOCIAL MEDIA
JOHN LOVETT AND JEREMIAH OWYANG
WITH ERIC T. PETERSON, CHARLENE LI AND CHRISTINE TRAN

EXECUTIVE SUMMARY
Business Must Adopt A Measurement Framework For Success. The rapid evolution of the web and digital media over the past decade illustrates that we operate in an environment that is constantly in flux. Technologies emerge, communication channels open and consumer behaviors adapt. These changes are apparent in the ways in which consumers interact with marketers and their brands as well as the ways in which consumers empower one another. Yet, as consumer connections, networks and relationships spider to the edges of the globe, marketers take their messages to social media channels with reckless abandon. Organizations that view social marketing as experimental forays jeopardize the relationships they have with their customers because consumers do not regard their actions as frivolous endeavors. They’re making decisions based on the new information they learn from their networks and using that knowledge to take actions and influence others. These actions leave indelible impressions upon brands and the consumers that interact with them. In an effort to help clients better understand the value of these emerging channels on their business, Web Analytics Demystified and Altimeter Group interviewed dozens of companies who are active participants in social media. Through our research we found that: • Many companies are stumbling blindly into social media marketing, largely without measurement in place. • A pragmatic approach using metrics derived from sound business objectives minimizes confusion about the value of various social efforts. • Existing social marketing measures and metrics fail to deliver actionable insights and offer little more...

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