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1. Attributing Returns
to Social Media
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2. Attributing Returns to Investment
Attribution
Establishing unbroken chain of eventsfrom
the “investment” to the “return”
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3. Unbroken Chain of Events: e-commerce
Attribution
1. You Post a Link of 2. Total 3500 people 3a. Total 17 of these
your Product Page on visit product page buy the product in
Facebook through that link first visit
3b. Total 250 people 4. In 15 days period,
register for Free Trial 34 people upgrade to
version paid from trial
Investment: Posting a link on Facebook
Result: 51 product units sold
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4. Unbroken Chain of Events - Services
Attribution
1. You see 38 tweets 2. You respond to all 3. Total 7 people
by people looking for of them introducing interact with you for
web design your services further details
4. You close business
worth $7.5K with 3 of
them.
Investment: Listening on Twitter & Responding to prospects
Result: $7.5K worth of Business
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5. Unbroken Chain of Events: CRM
Attribution
1. You see a –ve 2. You interact with 3. Customer now
tweet by a customer the customer & appreciates your
about your product resolve the issue service on twitter
4. You get 6 more
customers worth $9K
through this referral
Investment: Customer service on Twitter
Result: $9K worth of Business
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6. Attribution is a Hard Problem
Attribution
More often than not, it’s hard to
Broken Chains establish a credible sequence of events.
Not all the metrics are available or
Missing Metrics captured automatically.
Multiple marketing efforts with a single
Mixed Influence outcome coincide with each other.
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7. What are Broken Chains of Events?
Attribution – Broken Chains
You Promote your
product on LinkedIn
You use a Blog for
thought leadership You get $20K
worth of Business
with “unknown
You interact with source”
people on FB/Twitter
You resolve people’s
issues on FB/Twitter
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8. Fixing Broken Chains
Attribution – Broken Chains
• Ask your customers
where they came from
“if you can”
• Could be part of
registration process or
included at some
other step
• Not reliable but might
provide indicators
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9. Attribution is a Hard Problem
Attribution
More often than not, it’s hard to
Broken Chains establish a credible sequence of events.
Not all the metrics are available or
Missing Metrics captured automatically.
Multiple marketing efforts with a single
Mixed Influence outcome coincide with each other.
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10. Missing Metrics Examples
Attribution – Missing Metrics
How many issues
were resolved on
Twitter?
How many $ were
saved/earned by
resolution of issues?
Did you note down
that FB was used for
Market Research?
And that lead came
from an introduction
over LinkedIn!
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11. Resolving Issues around Metrics
Attribution – Missing Metrics
Issue: All the metrics are not captured in a tool.
E.g. if you resolved a customer issue on
Twitter, which tool recorded this?
Resolution: Needs deploying a tool or a simple manual
capturing of the data in a document. The
choice depends on the scale.
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12. Resolving Issues around Metrics
Attribution – Missing Metrics
Issue: All the metrics are not fully measurable.
E.g. value of resolving a customer issue on
Twitter. Is it $20 or $2K or $2M?
Resolution: Needs a simple model to find approximate
value. E.g. resolving a customer issue could
be worth the business given by that customer.
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13. Attribution is a Hard Problem
Attribution
More often than not, it’s hard to
Broken Chains establish a credible sequence of events.
Not all the metrics are available or
Missing Metrics captured automatically.
Multiple marketing efforts with a single
Mixed Influence outcome coincide with each other.
www.42inception.com

14. Leverage Digital Marketing for Incredible Growth?
Our Training is a click away!
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