From the Wires
Aggregate Knowledge Validates That Media Plans With Facebook Drive 24% More New Sales
By: Business Wire
Jan. 24, 2013 08:11 AM
Aggregate Knowledge (AK), a media intelligence company that brings an exact science to the art of media buying, delivers insights to Fortune 500 brands, such as media plans with Facebook drive 24 percent more new sales than those without. By leveraging AK’s Media Intelligence Platform (MIP), marketers now have cross-channel insights in a single view, including Facebook, to track performance of all digital channels and mediums.
A recent IBM study reported social media will be the most important technology channel used by companies to engage with their customers over next few years. The survey points out that while only 16 percent of companies use social media as their primary means of interacting with customers, that proportion will rise to 57 percent three to five years from now.
“Social media has forever changed the relationship between brands and their customers,” said David Jakubowski, Aggregate Knowledge chief executive officer. “The ability to do “view-through attribution” on Facebook differentiates AK by giving marketers more granular insights into their Facebook campaigns compared to other channels, as well as visibility into which campaigns generate the most reach and sales.”
Brand marketers are validating the importance of how including Facebook in their media mix can deliver meaningful results. In fact, across all campaigns measured in Q4, the study shows that 45 percent of the people reached were only reached on Facebook and not seen on other channels. Facebook also continues to deliver the best value for advertisers across their online channels. In Q4, the cost per acquisition (CPA) on Facebook was on average 68 percent less than other online channels. The CPA from Facebook campaigns has improved dramatically over the last three quarters. From Q2 to Q3, advertisers saw a 20 percent decrease in CPA followed by another 9 percent decrease from Q3 to Q4.
The data aggregated from top brands demonstrate that Facebook is a top-performing channel for marketers and has even driven some to increase their spend on Facebook 400 percent year-over-year.
About Aggregate Knowledge
Aggregate Knowledge (AK) is the only media intelligence company that offers advertisers and agencies an exact science to pinpoint where to reach highest performing customers in a single platform. AK’s patented Media Intelligence Platform™ (MIP™) is the only data management solution that combines both media and audience data, enabling marketers to most effectively allocate media dollars, resulting in increased reach, higher sales and dramatically improved media spend efficiency. To learn more, visit www.aggregateknowledge.com. Connect with us on Facebook, Twitter, and LinkedIn.
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