ROI and Social Media: Why Marketers Aren’t Giving Social the Credit It Deserves

 In ROI of Social Media, Social Media

 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.

Download here:

Adobe Digital Index_social_whitepaper

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