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)



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.

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