SOURCE: Coremetrics

Coremetrics

March 02, 2010 09:00 ET

Coremetrics Announces ROI Measurement Capabilities for Facebook

Impression Attribution Connects Facebook Exposure -- Clicked or Unclicked -- With Online Sales, Orders and Conversions

SAN MATEO, CA--(Marketwire - March 2, 2010) - Coremetrics, the leader in marketing optimization, today announced new enhancements to Coremetrics Impression Attribution™ that enable businesses to accurately analyze how Facebook presence and investments drive key business objectives, such as website sales, orders and conversion events. Fully integrated into the Coremetrics Continuous Optimization Platform™, Impression Attribution links individual visits to Facebook fan pages, exposures to Facebook ads, and interactions with Facebook applications to subsequent website visits, behaviors and conversions, enabling marketers to measure the return on investment (ROI) of their campaigns. Coremetrics clients have complete control over what information they wish to collect and analyze, from simple demographic information and activity level, to more sophisticated attribution metrics.

"Seton Hall University requires measurable results from Facebook and other forms of social media," said Robert Brosnan, director of web and digital communications, Seton Hall University. "The university is focused on tying Facebook investments directly to specific metrics, such as student enrollment. Coremetrics' approach to quantifying Facebook's contribution to the bottom line, grounded in the broader analysis of the contributions of other impression-based campaigns such as syndicated videos, rich Internet applications and micro-sites, is an extremely sophisticated, market-leading take on social media analytics."

While existing solutions depend on link clicks to associate Facebook interactions with website behaviors, Impression Attribution measures the impact that Facebook has on the business by fully capturing both click-through and view-through visitor activity. View-through refers to users who visit Facebook and in a later period arrive indirectly at the business's website via a different channel, such as paid search. In that case, Impression Attribution will assign credit to Facebook for its role in influencing the website visit.

Impression Attribution uses a lightweight process to intelligently identify a visitor's exposure to a brand's content. Businesses can send any information they want through Impression Attribution. They can deploy static impression tags on their fan pages via Facebook's Static FBML application, or dynamically in Facebook apps and custom tabs. For instance, they can leverage the Facebook API to access user profile or activity information and seamlessly integrate it into the Coremetrics Continuous Optimization Platform. Coremetrics Impression Attribution will then report on website sales, orders, conversion events and other business-impacting metrics that were associated with that Facebook information.

All data collection conforms to Facebook's Terms of Service, its commitment to user privacy, and the privacy settings selected by each individual user.

"Given consumers' extensive adoption and deep engagement with Facebook, it is critical for marketers to have a clearly measurable understanding of how their customers are engaging on Facebook in the context of their total online presence," said John Squire, chief strategy officer, Coremetrics. "At the same time, Facebook campaigns -- just like any other marketing program -- must support strategic business objectives. Our approach to social media analytics is built on the premise that people interact with a brand in many different ways, through many different channels, and that the true measurement of ROI demands a fully integrated view of your customers."

For an ongoing discussion about how to measure Facebook ROI with Coremetrics, please visit the Coremetrics blog.

About Coremetrics
Coremetrics is the leader in marketing optimization. Its products help businesses relentlessly optimize their marketing programs to make the best offer, every time, anywhere, automatically. More than 2,100 online brands globally use Coremetrics' Software as a Service (SaaS) to optimize their online marketing. Coremetrics' integrated marketing optimization solutions include real-time personalized recommendations, email targeting, display ad targeting across leading ad networks, and search engine bid management. The company's solutions are delivered on the only online analytics platform designed to anticipate the needs of every customer, automate marketing decisions in real time, and syndicate information across all customer channels. The company is privately held with funding from Accel Partners, FTV Capital, Highland Capital Partners, and W Capital Partners, and is headquartered in San Mateo, California.

Find more information at coremetrics.com or 866-493-2673.

Coremetrics has strongly supported online privacy since its inception. To learn more, visit www.coremetrics.com/privacy.

Contact Information

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