FACEBOOK PAID ADVERTISING:
Facebook is a complex mosaic of demographic attitudes, socio-cultural preferences, multi-cultural views and authoritative influencers. Although a great platform for subtle marketing experiments and messages, targeted and paid advertising was still not considered an opportunity on Facebook – till some time back.

Facebook came up with very incisive metrics segments which not only acts as bundles of intelligence for marketers, but also provides the right level of confidence for even the most seasoned of online marketers. The 3 bundles of metrics in question are –

• Responder Demographics: provides the aggregate age, gender, and geographic location of the users who have clicked on an AD
• Responder Profiles: This report provides psychographic information including common interests, favorite TV shows, movies, books, and music.
• Advertising Performance: Gives Campaign level metrics to AD level metrics

Being an avid fan of customized Facebook profiles, CBM team enjoys juggling not only the FBML for a greater impact and functionality, but also relishes the new flavor of marketing metrics from Facebook.

Measuring the path and volume of footfalls on the sales page unravels the finer details as well as the flaws in the marketing road map. As compared to organic metrics, paid advertising metrics can have their origin in Google Adwords, Yahoo Search marketing, MSN Adcenter, LinkedIn and FaceBook campaigns, banner campaigns, affiliate campaigns and many other new crop of paid advertising platforms.

CBM’s proprietary metrics processes integrate and segments the various paid advertising metrics that define your marketing program. The various metric blocks are unsiloed and integrated intelligently to create a ROI-centric marketing decision-making suit. At the end every number has to be tied to the ‘value of customer’ (VOC).The integration of TV shopping channels and Call center selling with the online paid advertising channels has created both opportunities and challenges for the marketing brains. While the sales have been coming from different marketing layers, the mosaic of metrics gives very little away to even the savviest of online marketers – Another case study opportunity for the CopperBridge analytics group. At the end everybody is a winner – both the client and the customer.