Facebook dials-up social metrics with Datalogix deal

Facebook aims to improve how brands can optimise and measure their use of social media within multi-platform campaigns by launching its partnership with analytics firm Datalogix in the UK.

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The pair have been working together since last year in the US, where the bulk of their activity has been focused on FMCG brands, helping them measure how often Facebook users see a product advertised on the social network and then complete a purchase in-store.

In the US, Datalogix uses customer loyalty card data from over 80 million people to help marketers measure the ROI of their campaigns, and through its Facebook tie-up specifically, the social elements.

The pair are now exploring how they can introduce the service to the UK and mulling options on how to refine their service for the UK market, such as which research company to partner with and potential methodologies.

Brad Smallwood, Facebook director of pricing and analytics, says: “We’re also talking to people like the [Facebook] Advisory Board [which consists of senior marketers from brands including Coca-Cola, EE and Tesco] and asking what do they want us to build.

“A lot of advertisers are looking to know how it [social media] fits into their entire media mix such as how it works with TV and how does Facebook deliver on the core measurements work.”
Alex North, Facebook’s measurement platform lead, says: “This is an opportunity to have an ongoing dialogue with brands on how they can understand advertising effectiveness.”

Meanwhile, Twitter yesterday (22 May) announced Twitter Cards allowing Twitter users to securely share their email addresses for promotions and coupons with a brand without leaving the social network.

A blog post announcing the launch reads: “Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet. The Lead Generation Card makes it easy for users to express interest in what your brand offers.

“When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.”

Readers' comments (1)

  • The introduction of Twitter Cards is a simple yet innovative move from Twitter and is a another step forward in channel choice, which can only be good for the consumer. However, more choice can also make it more confusing for marketers in terms of where to direct their efforts. With a number of potential channels at our fingertips, it’s vital for brands to make the most of the quality data available to them to ensure that they understand their consumers’ preferences across all channels, ensuring marketing endeavours are properly targeted and therefore deliver the best ROI. It is good, consistent data that will help ensure that brands can remain relevant to consumers as they engage with them across different channels – whether that be Twitter, email or any others.

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