gWallet releases gLTV

Virtual goods and currency firm gWallet has released the next generation of social monetization software. Their new platform gives social marketers the ability to measure the 'lifetime value' of a social consumer rather than the value of a simple click. This should help publishers and marketers increase the overall ROI of campaigns because they'll be able to target specific actions of the consumer base.

by Kristina Knight

Lifetime Value is the value attributed to a consumer based on how the consumer has interacted, used or transacted purchases and/or interactions in the past. By giving a consumer a 'lifetime value' the platform gives marketers the ability to better target based on consumers' behaviors and intent.

"We plan to deliver gLTV to all of our social media publishers giving them information on relevant monetization metrics that is unlike any reporting that our competitors provide," said Gurbaksh Chahal, CEO/Founder of gWallet.

Over the past twelve months social marketing has begun to rapidly expand and in the past six months virtual goods/currency opportunities have given marketers even more options when it comes to the social marketplace. By offering consumers more ways to pay, more gifts to give and publishers more options for content platforms offering virtual goods, services and currency are in a position to see larger growth over the long haul.

One study, from Q Interactive, found that women actually prefer to give and receive virtual goods and are playing more social games to receive points, virtual currency and goods to exchange with friends.

Tags: gWallet, QInteractive, social marketing, social monitization, social networks, virtual currency, virtual goods