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. This is a welcome innovation in the world of market research, as brands have been looking to measure the ROI of social media since the dawn of Twitter.
Marketing Week featured the data. You can read the article here.
The 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.