This Month’s Brand Conversations Produce Next Month’s Sales

Summary

Social/online listening is just the tip of the iceberg where conversations are considered. Offline conversations make up the bulk of the iceberg below the surface. A finding from previous work showed that there is no correlation between online and offline conversations; they are two different channels of communication. Engagement Labs looked at 21 brands using marketing mix models to explore trends over three years, and how well TotalSocial predicted next week’s sales.