Gartner Research

How to Determine Social Marketing Revenue Attribution

Published: 06 January 2015

ID: G00259665

Analyst(s): Jennifer Polk , Martin Kihn

Summary

Social marketers use revenue attribution to measure the impact social marketing has on the path to purchase. This insight can help you optimize social marketing spending and activities to maximize revenue. Use this research to build your social marketing revenue attribution strategy.

Table Of Contents

Analysis

  • Find a Project Owner and Assign a Project Manager
    • What to Do Next
  • Choose an Attribution Method That Works for Social Marketing
    • What to Do Next
  • Build a Social Marketing Revenue Attribution Model
    • Step 1 — Use Historical Data to Develop Hypotheses
    • Step 2 — Probe Hypotheses Using Testing, Where Possible
    • Step 3 — Establish an Attribution Model Based on Analysis and Testing
    • What to Do Next

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