GinzaMetrics helps marketers get more bang for their social buck

Four new tools link social-media efforts with the bottom line

GinzaMetrics' Marketing Channel Performance tool

GinzaMetrics' Marketing Channel Performance tool

Hard on the heels of its Competitor Discovery tool last month, GinzaMetrics has unveiled a new set of tools that aims to help marketers understand the impact of their social-media efforts.

Its Social Intelligence Suite can reveal how social channels are contributing to revenue and other goals so brands can better plan how to use them for marketing. The suite has four tools, focused on marketing channel performance, the competitor social landscape, content insights and social engagement analytics.

The Marketing Channel Performance chart compares the performance of social media with that of other marketing channels -- paid search or advertising, for example. Users can see metrics such as what percentage of content traffic is coming from social channels -- broken down by brand, campaign or keyword groups -- as well as which social channels are contributing to content traffic by volume, revenue and conversions.

Also visible are data revealing the differences across different types of devices. The tool can show traffic on a daily, weekly or monthly basis to compare visitors and page views over time.

The Competitor Social Landscape tool, meanwhile, lets users see how they're faring relative to competitors across major social channels. Twitter, Facebook, Google+, YouTube, Pinterest, Instagram and Slideshare are among the sites it tracks.

With Content Insights, marketers can track conversions back to specific content and social channels, allowing them to quantify in terms of revenue the success of social-media efforts by campaign, content, keyword group and content group.

Finally, the Social Engagements tool is designed to give marketers a detailed view of exactly what content was shared on which channel, including metrics such as shares, likes, clicks, +1s and tweets at the individual content level, as well as changes over time.

The ultimate goal of all these tools, of course, is to help brands focus their messages and content on the right social-media channel at the right time for maximum effect.

The Social Intelligence Suite is part of GinzaMetrics' software-as-a-service platform, which starts at $1,000 per month.

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