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BizReport : Ecommerce : February 13, 2014

Study: Exchanges, social push online conversions

From audience segmentation efforts to first party data use, a new report out from Neustar underlines what worked for online brands in 2013 - and indicates what may help brands excel in 2014.

by Kristina Knight

Look for social network channels and advertising exchanges to push deeper engagement - and conversions - according to a new report from Neustar. Their data covers how channels performed throughout 2013; from that data marketers can extrapolate which channels will perform well in the coming year. Some interesting findings include:

• CPG conversion rates increased 220% when top-performing audience members were targeted
• 500%+ conversion rates were tracked for Education, Auto and Telecom verticals when top audience segments were targeted
• Offline, first-party data use saw performance rates climb at least 32 time higher for Education, Telecom and Retail verticals

"Gone are the days of marketing to many and hoping that you hit the right audience," said David Jakubowski, SVP of Neustar Marketing Services. "Marketers must arm themselves with the technologies that connect customer intelligence with online media intelligence, allowing them to close the loop across channels to get one true view of the customer."

As for the social space, the data shows:

• Social channels pushed brands' reach
• Social channels improved brand performance by 52% compared to averages
• Social campaigns showed an influence over online conversions
• Portal campaigns showed an influence for offline conversions

Image via Shutterstock

Tags: ecommerce trends, Neustar, social commerce, social marketing

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