One of the advantages of having exposure to a large e-commerce company and the incredible talent within its walls is that you learn from some of the top minds in the industry. It was just a few months into my tenure at CafePress that I started to dive deep into learning from the team that runs one of the largest Internet retail operations in the world. And boy, have I learned.
A common theme you’ll find in the discussions among the top engineers, technicians and marketers of these types of sites is with their metrics and analytics. Everything revolves around traffic, action rates, conversion rates and the like. Dealing with these numbers on a regular basis inspired me to put some thoughts into a white paper to help any business person or marketer understand how this analytics-first approach can be applied to social marketing.
Yesterday, Social Media Explorer in partnership with Exact Target published The Mathematics of Social Marketing, a free white-paper available over at the ET website. In it, I explain how you can build smart marketing on Facebook, Twitter or any other social network, by working backwards from your financial goals and applying a little mathematics thinking to your marketing. I can assure you, it’s useful and worth the download.
The paper will help you understand the difference between action rate and conversion rate, how to account for each and how to put real financial metrics to your social marketing efforts. Give it a read and drop me some feedback. I’d love to hear how you either have or plan to apply the mathematics advice to your marketing.
Download the white paper here. Then tell me what you think in the comments. Here’s to happy math!