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@AbbasAlidina
Social Media ROI
Measureable or Myth?
www.crowdbabble.com/blog
Abbas Alidina
CEO
Crowdbabble Inc.
@AbbasAlidina
@AbbasAlidina
About Me…
@AbbasAlidina
About Me…
@AbbasAlidina
About Me…
@AbbasAlidina
So…
Why Are We Here Today?
@AbbasAlidina
BIG
DATA
Source:
DOMO
@AbbasAlidina
Source:
DOMO
@AbbasAlidina
Social Media is FUN!
Why Ruin it with ROI?
@AbbasAlidina
Social Media Will Add
to the Global Economy
$1.3 Trillion
by 2018!
Source: McKinsey Global Institute
@AbbasAlidina
@AbbasAlidina
Lifetime value of a fan in social
media (Syncapse)
Source: http://www.syncapse.com/value-of-a-facebook-fan-2013/
@AbbasAlidina
Lifetime value of a fan in social
media (Vitrue)
Source: http://www.adweek.com/news/technology/ value-fan-social-media-360-102063
@AbbasAlidina
The value of a human life(Stanford
Graduate School of Business)
Source: http://www.time.com/time/health/article/0,8599,1808049,00.html
@AbbasAlidina
Social Media ROI.
Measureable or Myth?
@AbbasAlidina
For Some, It’s a Myth
@AbbasAlidina
Why So Much
Confusion?
@AbbasAlidina
Define Success
@AbbasAlidina
Identify Business Objectives
@AbbasAlidina
Develop a
Social Media Measurement
Framework (SMMF)
@AbbasAlidina
Case Study:
Social Media ROI
@AbbasAlidina
Monthly Sales: Before & After Twitter Activation
@AbbasAlidina
Monthly Sales: Before & After Twitter Activation
@AbbasAlidina
@AbbasAlidina
X & Y are correlated
1. X could have caused Y
2. Y could have caused X
3. An external factor, Z could have caused them both
@AbbasAlidina
@AbbasAlidina
@AbbasAlidina
Correlation
@AbbasAlidina
Correlation vs. Causation
@AbbasAlidina
So How Can We Prove
Causation?
@AbbasAlidina
Solution: Purer Controlled Experiments
@AbbasAlidina
Solution: Purer Controlled Experiments
@AbbasAlidina
Don’t Just Look at Number of Fans!
@AbbasAlidina
Don’t Just Look at Number of Fans!
@AbbasAlidina
Calculate ROI 
@AbbasAlidina
Traditional Web Analytics
Source: @Avinash
@AbbasAlidina
Traditional Web Analytics
Source: @Avinash
@AbbasAlidina
Traditional Web Analytics
Source: @Avinash
@AbbasAlidina
Social Media Analytics
Source: @Avinash
@AbbasAlidina
Social Media Analytics
Source: http://techcrunch.com/2012/11/26/the-social-commerce-attribution-problem/#
@AbbasAlidina
Social Media Analytics
@AbbasAlidina
Social Media Analytics
@AbbasAlidina
Attribution Modeling
is like…
@AbbasAlidina
Basketball!
@AbbasAlidina
Or Soccer (I mean Football!)
@AbbasAlidina
Attribution Modeling
Source: http://www.seosandwitch.com/2013/02/multi-channel-funnels-in-google.html
@AbbasAlidina
Attribution Modeling
Source: http://www.seosandwitch.com/2013/02/multi-channel-funnels-in-google.html
@AbbasAlidina
Attribution Modeling
Source: http://www.seosandwitch.com/2013/02/multi-channel-funnels-in-google.html
Without Attribution Modeling,
Social Media gets ZERO Credit.
@AbbasAlidina
The Future of
Social Measurement
@AbbasAlidina
Cross Device Measurement with Client ID
Source: https://developers.google.com/events/io/sessions/332857962
@AbbasAlidina
Cross Device Measurement with User ID
Source: https://developers.google.com/events/io/sessions/332857962
@AbbasAlidina
@AbbasAlidina
The Future of Social Media ROI
@AbbasAlidina
www.crowdbabble.com/blog
Abbas Alidina
CEO
Crowdbabble Inc.
@AbbasAlidina

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Social Media ROI: Measureable or Myth?