The following is a guest post by Jason Walberg of Power to be Found, an Arizona-based digital marketing agency.
Although a recent CMO survey conducted by Duke University revealed that marketers intend to almost double their spending on social media in the next five years, most of them still grapple with being able to attribute or measure the impact on their conversion rate. This is largely because social sharing is unpredictable and complicated. As such, a lot of social conversions are attributed to direct research.
Thus, there is need to establish the connection between downstream conversion and social sharing. Although this is challenging, it is possible through data analytics that will enable marketers to make smart decisions on what is working for social media