December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 64 Total Clicks
Measurement Need
The marketer’s use of social media has multiple objectives. A key goal is to determine whether the time and money invested in supporting the company’s social media efforts results in the members of its social media audience clicking onto their website.
Solutioni
Total Clicks = WOM × Direct Clicks
Where
WOM = word of mouth (based on Chapter 63
Direct clicks = only those clicks that are directly to the site; no referral clicks
Example: Continuing with the example from Chapter 63, the WOM of 4.8 is multiplied by the 1,000,000 direct clicks:
WOM = 4.8 × 1,000,000
= 4,800,000
Impact
Total clicks provide insight about the potential multiplier gained from WOM. The data is from the WOM metric multiplied by ...
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