Using search and social media trends to measure integrated marketing activity

Jessica Egerton, Jeff Buchheit and John Vanderploeg

This paper examines how Leo Burnett uses search engine activity and social media conversations in order to augment traditional research tools such as surveys and panels.

Using search and social media trends to measure integrated marketing activity

Jessica EgertonDelta FaucetJeff Buchheit and John VanderploegLeo 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...

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