Beyond the "Like": Social Media Tracking, Testing & Targeting, Benjamin Spiegel

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ClickZ Live case study

Company: ClickZ Live

Published: 16 May 2014

Business Area: Social Media

Format: Portable Document Format (.pdf)

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Overview:

As social media platforms adapt their ad formats to changing user behavior, more and more options are becoming available for marketers. This session will demonstrate interesting ways to leverage social-media data beyond the obvious ways. Attendees will walk away with the knowledge of how to leverage social-media data to better understand and connect with your consumers.

In this session, you will gain insight into:

  • The ad types and bid strategies that work best for a direct response campaign.
  • The best approach to testing.
  • The value of a "like," and why brands and marketers should think in terms of actions (engagements and conversions) instead.
  • The importance of proper measurement and tracking plans, and how to work backward to ensure that you have everything in place before launching a test or a campaign.

Speaker:
Benjamin Spiegel, Sr. Partner, Managing Director - Strategy, GroupM