Paul Gillin

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Research Finds Expanded Marketing Role Correlates With Business Results

Paul Gillin

It finds that the best marketers have higher-than-average involvement in products, price, placement and promotion than average. The research breaks the respondent base into two categories: Top Performers and Rest of Population. They’re also more likely to be involved in customer service, supply networks and multi-channel marketing.

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McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction.

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Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

The most successful of those are reporting direct correlations between social media marketing and sales, and they have certain practices in common. They also have multiple presences within each channel, such as product-specific pages on Facebook. And they measure like crazy.

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How to Calculate Social Marketing ROI

Paul Gillin

If you can isolate variables, establish correlations and apply a little creativity, it’s remarkable what you can do. Pitney Bowes was able to correlate savings in call center costs and estimate that the forum more than paid for its first-year costs in just a short time. History and Correlation. Defining ROI.

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Measuring the Immeasurable

Paul Gillin

I have yet to see a tool that can correlate influence with purchases or donations with any degree of certainty. A lot of people have been talking about Hewlett-Packard lately, but I doubt it’s driving profitable sales of HP products. Influence is contextual.

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Economic Disruption: We’ve Seen This Before

Paul Gillin

Age of Oil, Automobiles and Mass Production. When the global economy was declining in 2008, the decline in world trade and industrial production was actually steeper than in the 1930s. The increase of public and private debt and the concentration of wealth in the financial sector also correlate to historical trends.