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BizReport : Social Marketing : March 27, 2012

Adobe: Marketers aren't giving social the credit it deserves

Marketers significantly underestimate the role of social in driving traffic to their websites thanks to the prevalent use of the last-click attribution model, reveals Adobe in its new Digital Index report.

by Helen Leggatt's analysis of more than 1.7 billion visits to the websites of more than 225 companies in the U.S. revealed that the use of last-click attribution, the most-used attribution model in use by marketers, may lead to an undervaluation of traffic from social media websites by as much as 94%.

By using the first-click attribution model marketers can more accurately capture the benefits of social media's role earlier in the buying process.

According to Adobe, "By ignoring the value of these earlier interactions, last-click attribution gives disproportionate credit to the marketing channels customers use late in the purchase process, potentially undervaluing the role of other channels in building awareness, engagement, and ongoing relationships between customers and brands. In contrast, first-click attribution gives social media more credit for these earlier interactions. The difference between last-click and first-click is significant and has the potential to change the way companies allocate social media budgets."

When a first-click attribution model is used, social media's value in terms of revenue per visitor was found to increase by up to 94% for travel sites, 88% for retailers and 22% for media companies.

Tags: buying process, first-click attribution, last-click attribution, ROI, social marketing, social media, website traffic

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