Public Relations & Social Marketing Insight

In social media we have no shortage of data; our key challenge is to understand the data and to create insights that will help us improve what we do. Generating actionable insights from social data has been the core focus of the Zuum team. This week in the SMToolbox, we take a look at their tool and how Zuum's reports and analytics can benefit social media marketers.

Zuum bills itself as a social content strategy tool; in essence, it is a social analytics tool, but with a difference. The Zuum team are really focused on helping you to understand what causes things to happen in the social world. Thus, if you see a spike in engagement or rapid growth in followers, Zuum will help you identify what caused these particular changes. Zuum also allows you to compare your company's performance with that of other brands and gain insights that will help you improve your own performance....

With all the marketing technology available it is much easier to track key marketing metrics, leverage marketing analytics, and measure the influence of marketing programs....

With the B2B customer journey being almost 70% digital, marketing program results can be measured more than ever before. But what’s curious to me is that most CEOs are not insisting on showing how a company’s investment is paying off. Manufacturing is measured, sales is measured, customer service is measured. But measuring marketing and its impact on revenue is not standard fare.

Most CMOs can tell you how many leads their organization generated last month or last year. But most can’t tell you what happened to those leads. They can tell you how many Website hits this month and whether the number of interested parties is growing or shrinking. But CMOs often don’t know how that activity is connected to revenue. Many CMOs can tell you how a nurture campaign is working to drive new leads but they can’t tell you if the quality and quantity is sufficient or whether sales has done an effective job in following up and developing sales from the leads. Mostly I think this is a lag in technology adoption. Here’s how I see it....