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Rethinking the Funnel: Measuring Revenue Impact of Social Media

Traditionally, businesses have approached demand generation as a series of steps, from awareness to transaction. But social media adds new dimensions—sharing and even advocacy—that require us to rethink how the funnel works, and whether it is still the most accurate representation of the revenue rel
Traditionally, businesses have approached demand generation as a series of steps, from awareness to transaction. But social media adds new dimensions—sharing and even advocacy—that require us to rethink how the funnel works, and whether it is still the most accurate representation of the revenue relationship between company and customer. In this session, we’ll examine how social media metrics are evolving, how leading brands are measuring the revenue impact of social media and which blend of quantitative and qualitative data can best illuminate the demand generation process.
Recorded Mar 14 2012 45 mins
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Presented by
Susan Etlinger, Industry Analyst with the Altimeter Group
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  • Title: Rethinking the Funnel: Measuring Revenue Impact of Social Media
  • Live at: Mar 14 2012 4:00 pm
  • Presented by: Susan Etlinger, Industry Analyst with the Altimeter Group
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