Vision Critical recently published data which finds a link between social media activity and purchasing and suggests that brands can measure how theirs is affecting customer behaviour. The research came as a welcome innovation in the world of marketing, as brands have been looking to measure the ROI of social media since the dawn of Twitter.
You can read the article here.
Marketing Week’s Mindi Chahal also based an opinion piece on the study, that urges brands not to ‘go big on data’ but to ‘use insights and go smart’. You can read the article here.