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...