@SUJAMTHE

FACEBOOK DATA INTELLIGENCE

Sudha Jamthe, eBay Inc.June 28 2012

San Francisco

@SUJAMTHE

My Social Measurement Compass

Ref: @setlinger of Altimeter Group

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Measure only what you want to manage

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What do we

REALLY Want?

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1. Target Right customers

2. Viral Play = Engagement on Brand Pages

3. Track Intent to purchase

What do we *REALLY* want?

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1. Target Your customers – Access with Permission

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1. Target Your customers – Access with Permission

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1. Target Right Customers – Audience Targeting Platform

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2. Engagement Challenge : Facebook EdgeRank

Facebook EdgeRank controls the key to measuring the actual reach of Facebook messages.

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2. Facebook Engagement – Benchmark Competitively

1. FANS - Size, reach, and growth of the fan page

2. ENGAGEMENT - User interactions and engagement to content

3. COMMUNITY - Community management, response rate, key influencers, CORE FANS

4. COMPETITORS – Benchmark with Competition

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Engagement : Measure Content Engagement

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Payvment: Measure Conversion End to End

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Summary

1. Measure what you want to manage

3. Target Audience Right

4. Balance Privacy and Permission

5. Be honest about imperfect social data and limitation of technology

6. Engage with Content

7. Measure Conversion End-to-End

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Questions?

@sujamthe