How Much is A Click Worth?

Dane Atkinson is CEO of SumAll. 

For the past several years, businesses have been pursuing social media exposure, chasing “likes” on Facebook and gathering followers on Twitter, Pinterest and Instagram. But it has been notoriously hard to get a read on what all those likes, followers and clicks are really worth. With SumAll Social Metrics, an analytics tool that tracks social media activity in the context of web traffic and revenue, businesses can finally start to see the return on social marketing.

Presented on a single dashboard in an SaaS environment, SumAll’s new tool — which is currently free for businesses of all sizes to use — connects and normalizes transactional, social and web traffic data to reveal how successfully social traffic converts into new customers and revenue. SumAll Social Metrics tracks data interactions to provide actionable insights that enable sound business decision-making.

One SumAll client, Diamond Candles, which has more than 143,000 likes on Facebook, estimates that each social network engagement is worth approximately one cent. Social media advocacy is far more valuable for the company, garnering about $1.07 per advocacy interaction. The company cross-references customer traffic from Google Analytics and monitors engagement activity on Facebook along with gross receipts, gaining access to easy-to-understand business intelligence via SumAll Social Metrics that lets the company know how effective its social media marketing efforts are.

With SumAll Social Metrics, any business can view its full social history — connect Facebook, Twitter, Instagram and shortly You Tube — updated in real-time, and analyze the data via dashboard interaction, filtering by geography, demographics or types of actions, including page views and clicks. The tool keeps businesses informed via daily emails that deliver customized insights.

Connected data gives insights across a business, information that was previously siloed. With connected data you get clear insights formerly only available to large businesses with teams of data analysts. With SumAll you are up and running in a matter of minutes, enabling companies to access important insights that can help them drive revenue and expand operations without costly, difficult-to-integrate systems that require extensive training to use.

There’s a lot of talk in the industry about the advantages of big data. The largest corporations are capitalizing on their data assets to gain key business insights. Now SumAll puts big data tools into the hands of more companies with a free, real-time data dashboard.

SumAll Social Metrics allows companies to integrate data from multiple sources, including Facebook, Twitter, Google Analytics, Google Adwords, Instagram, Amazon eBay, PayPal, Shopify, Big Commerce, Authorize, Stripe, Braintree and Magento. SumAll Social Metrics users can view all of their data on one intuitive, interactive chart via their Web browser, tablet or mobile phone.

The social media revolution has changed the way businesses communicate with their customers. But until now, it was difficult for companies to integrate data from multiple sources and analyze it to gain valuable business intelligence. With SumAll Social Metrics, users get an easy-to-understand dashboard that allows them to reveal actionable insights by combing social interactions and revenue. By connecting data, SumAll Social Metrics can finally answer the question: How much is a click worth to your business?

The views expressed are those of the author and do not necessarily reflect the views of BusinessNewsDaily.