It is often assumed that because various social media marketing platforms and the web applications themselves do not provide a way to uniquely target or track individual behaviour, that you can’t measure your social channel, like measuring the effectiveness of specific billboards you need to put it all down to the Halo Effect of marketing. WRONG.

To truly measure a channel (beyond last click revenue attirbution – useful but flawed) you really need to be able to separate out customers who are engaged in your various channels. As an example, you can compare Life Time Value (LTV) of your email opt-out base and compare it to your opt-in More >