Most brands focus on short-term performance metrics such as number of fans, impressions, dwell time, unique visitors, number of campaign participants, etc. As investments in social programs increase, economic-focused decision makers want to understand longer-term value and financial returns such as LTV, sales leads, number of conversions, decision journey impact, cost deflection, etc.
Organizations also want to understand how metrics associated with softer metrics such as reputation, issue management, thought leadership amplification and share of voice are trending for specified business KPIs.
ComBlu's Social Performance Index (SPI) can be customized for a wide variety of both traditional and social programs. The tool generates a dashboard that translates metrics into business intelligence. Organizations are able to use the knowledge to optimize program effectiveness and uncover ways to calibrate strategy:
"ComBlu has a very thoughtful and strategic
approach to tracking social engagement and tying it
to real business outcomes. A process that makes
it much easier to track, manage and measure ongoing
initiatives, as well as, provide real performance insight to stakeholders outside of marketing."