Using search and social media trends to measure integrated marketing activity

Jessica Egerton
Delta Faucet
Jeff Buchheit and John Vanderploeg
Leo Burnett

Background

Clients demand effective, efficient, and timely answers to measure their integrated marketing efforts. The means by which clients measure success is often limited to surveys and panels. However, with the availability of on-line search and social media data, we now can quantify the relationship between consumer research behavior and key business drivers such as corporate revenue. As an outcome, clients can now measure the success of their integrated marketing efforts in a manner that facilitates more realtime optimization. By identifying key search and social media tracking metrics and aligning with purchase funnel stages, we can

  • Monitor, in near real-time, campaign performance
  • Align campaign performance directly to the purchase process we want to influence
  • Make more timely optimization decisions based on quantitative data

Introduction