BackType

BackType helps you understand the business impact of social media — we measure engagement and its impact on KPIs like revenue, page views, sign ups, downloads and more. But what happens when social media isn’t directly involved in a conversion funnel? a purchase funnel? Is it possible that your customers saw a tweet that influenced them to make a purchase hours, days, weeks or months later? Marketers need to understand the impact of every opportunity; quantifying attribution beyond the final point of conversion is critical, especially with social media.

We wanted to investigate attribution on Twitter, so we took a look at our own service, BackTweets, and its customers. Twitter traffic to BackTweets rarely converts to sign ups, but we found that 58% of our BackTweets Pro customers were exposed to a tweet linking to BackTweets before they became customers.

Here’s a look at one of our customers and the relevant tweets they were exposed to before conversion:

This particular BackTweets customer potentially saw three tweets from people they were following that linked to backtweets.com, and then 16 days after the last tweet they signed up for a trial. Even if this customer saw one of the last two tweets and clicked on the link, we know they didn’t sign up then and there, so it would be impossible to attribute Twitter to part of the purchase funnel – until now.

Want this type of analysis for your customers? Contact us.

Here’s what we discovered during the period graphed:

• 50K Twitter users sent out related tweets
• At its peak, there were 28 tweets being sent out per second
• Tweets showed up as many as 329M times (our impressions metric) in peoples’ streams
• Up to 26M unique Twitter users were reached (our reach metric)

More via TechCrunch

Earlier this week, a meme erupted on Twitter based on the #LessAmbitiousMovies hashtag. The premise was to modify a movie title to be “less ambitious”. TechCrunch wrote about the meme as it was happening.

Last night we put our analytics platform to work and looked into exactly what happened. We capture, process and store every message sent on Twitter so it was easy for us to look at all the recent tweets containing #lessambitiousmovie, #lessambitiousfilm, or #lessambitiouscinema.

Here’s what we discovered as of yesterday:

• 364K tweets in the meme from 81K Twitter users
• Each participant tweeted out an average of 4.5 movie titles
• At its peak, there were 17 titles being sent out per second
• Tweets showed up as many as 300M times (our impressions metric) in peoples’ streams
• Up to 27M unique Twitter users were reached (our reach metric)

(more…)