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Practice paper

Measuring the success of social marketing campaigns with web/digital analytics

Vaibhav Gardé
Applied Marketing Analytics: The Peer-Reviewed Journal, 1 (3), 198-205 (2015)
https://doi.org/10.69554/KZIY4668

Abstract

Given the explosive growth in the use of social media and the amount of time being spent on the various networks, it is only natural that marketing (advertising) investments are flowing into this new channel. While many different social platforms are grouped under this umbrella term, there are clear differences in their adoption and usage across demographics, geographies, time of day and the nature of topics being discussed. Almost all of the big networks today are what are regarded in marketing as ‘upper funnel’ channels. They are great f or awareness and engagement, but it is hard to quantify the exact business value, mainly revenue impact, generated as a result of a brand’s interactions in these channels. This paper looks at some approaches to measuring the business impact of these channels along the entire funnel and provides recommendations to build, sustain and measure the scale of social media marketing success.

Keywords: marketing ROI; social media; analytics; process; people; technology

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Author's Biography

Vaibhav Gardé is a principal on the marketing effectiveness team at FedEx. This team manages the global web analytics platform, helps measure the ROI of large go-to-market campaigns and leads attribution initiatives for the enterprise. Vaibhav has over 15 years of experience in database marketing, customer relationship management (CRM), customer data integration (CDI) and digital analytics. Over the past 4 years he has focused on interactive marketing analytics around search engine marketing (SEM), display advertising and social media campaigns. He holds Master’s degrees from the University of Arizona, Tucson (MBA, Marketing and Finance), University of Iowa, Iowa City (MA, Economics) and Arizona State University, Tempe (MS, Management Information Systems).

Citation

Gardé, Vaibhav (2015, July 29). Measuring the success of social marketing campaigns with web/digital analytics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 3. https://doi.org/10.69554/KZIY4668.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 1 / Issue 3
© Henry Stewart
Publications LLP

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