Adobe claims social media ROI breakthrough with new tool
Posted by Neil Davey in Customer intelligence, Social CRM, Technology on Wed, 09/03/2011 - 14:01
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Adobe is looking to capitalise on the confusion surrounding social media ROI with the announcement of a new tool which turns data and sentiment from the social web into actionable insight to guide Web 2.0 investment.
A recent study of chief marketing officers undertaken by online community platform provider Bazaarvoice revealed that only two out of five respondents were able to measure the return on investment of their social media activities last year.
But Adobe is confident that the launch of its SocialAnalytics tool in Q3 this year can banish this problem to the past.
The tool, a new product with the Adobe Online Marketing Suite, powered by Omniture, aggregates all relevant activity from social networks and online communities and identifies how that activity impacts business metrics and brand perception, ultimately demonstrating ROI.
"Econsultancy figures suggest that 42% of people don’t know the ROI figure for their social media spend, but I think that is a dramatic underestimation and that most people don’t know the ROI figure," says Neil Morgan, senior director for enterprise marketing EMEA at Adobe Systems. "There is an industry springing up, just as there has been around the traditional web, trying to measure the impact of social. But so far that has been fairly limited.
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