I would imagine you’re all familiar with Google Analytics and Omniture, and seen reports for PPC, SEO and Display, no doubt clearly outlining the return for every penny spent including; entry sources, bounce rates, CTR, page views and so on.
I’ll also wager you’ve asked your planners and buyers what the return for Social Marketing is? Yes? You’ll have asked: What’s the value of a Facebook ‘like’ or a ‘retweet’? We’ve all stared at pretty diagrams that show us the reach and potential eyeballs hit but, so far, it’s been an algorithm we haven’t quite mastered with the confidence to go back to the board and solidly say that the money spent has returned an incremental profit of ‘X’ through social.
Well this level of measurement has just taken two more big steps forward.
Firstly, Google recently announced that they are adding social media reports to their analytics suite which will show the social value through measuring; visits and visits via social referral, the conversions this led to, plus assisted social conversions and last interaction social conversions.
Secondly, Adobe has just unveiled its social analytics tool: ‘Adobe Social’. Apparently a more comprehensive version of Adobe Social Analytics, according to their Product Director Matt Langie. The new software still provides the basic listening tools already familiar to users but in addition now allows management of creating and publishing content and ads. It also follows similar tracking to GA so you can report from seed to purchase or drop off.
I wonder what this means to the likes of Radian and Sysomos, will these two giants take over?