Developers aim to take guesswork out of social ROI

Marketing Evolution and Telmar have developed a return-on-investment tool that they say will put social media marketing on the same readily quantified footing as broadcast and print campaigns. The Telmar Matterhorn ROI tool will use data gathered from companies including Unilever, Coca-Cola, Nestle and MTV to establish ROI baselines against which campaigns’ success and cost-effectiveness can be measured. The metric will focus on assessing “basically for every dollar you spend, how many people do you influence on whatever that business objective is — building awareness, changing a brand position, generating purchase intent or generating sales,” Marketing Evolution CEO Rex Briggs says.  Advertising Age (tiered subscription model)


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