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Social measurement depends on being able to tie social activities back to the business results you are trying to achieve – be it reach, brand impact, or sales. Understanding what you are getting from your marketing spend also depends on being able to compare impact across platforms – TV, online display, social, etc. – and across publishers.
As Facebook discussed at Audience Measurement 7.0, marketing platforms have advanced exponentially, but measurement methodologies have not kept pace. Most measurement tools and techniques are constrained to certain publishers or single media channels, instead of measuring across them all. It is time for the industry to evolve.
Just as other industries have been transformed by creating open systems that multiple parties can plug into, measurement can benefit from a platform approach. There is not a single measurement company in the world that has a truly 360-degree view of the consumer, not a single one that understands all elements of ad effectiveness or the path to purchase. By creating research platforms with which multiple research companies, data providers and publishers can integrate, we can create a more holistic view of how advertising works.
Facebook believes the solution must come from third party, independent measurement companies who are able to look across platforms for innovative solutions. Facebook has been working with many partners to create solutions, but feels there is still work to be done – particularly when it comes to ad effectiveness.
Other platform ideas must emerge for the measurement industry to advance as a whole – platform ideas that truly allow for multiple research companies and publishers to participate, integrate and benefit.
As mentioned on stage at Audience Measurement 7.0, Facebook and ARF have issued a challenge to the measurement community. We want to hear your innovative ideas for tying social marketing back to business metrics in ways that allow for cross-platform comparability around the world. Facebook and ARF will review the ideas and contact those with the highest potential ideas. Facebook will consider providing funding, access to data assets and collaboration on pilot studies.
We look forward to hearing from you!