ROI and Social Media: Why Marketers Aren’t Giving Social the Credit It Deserves
ROI and social media is an important topic. Here’s an interesting white paper recently released by Adobe Digital Index. It provides a short but thorough explanation of the challenges with attributing website traffic to social media efforts. There are some good stats and explanation of First and Last-click attribution measurement models. The main conclusion, not surprisingly, is that the increased value of social media (measured by first-click attribution) should be enough to change how marketers prioritize their investments in social.