Social models still emerging

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

WARC, 3/8/11

LONDON: Many brand owners are at a “nascent” stage when it comes to embracing social media, and could therefore be missing out on key insights, innovation ideas and meaningful revenues.

SAS and the Economist Intelligence Unit surveyed 391 executives worldwide, and found 22% of represented firms had redefined customer value, and another 43% intended to so.

The sales provided by each consumer is still the leading metric, with 65%, while profitability logged 59%, lifetime value registered 38% and purchase frequency delivered 36%.

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