— blending the mix

[FACEBOOK, ADS] Nutella Says Facebook Ads Outperformed TV | ClickZ

Nutella is employing the decades-old marketing mix model (MMM) – a nuanced sales attribution system for integrated campaigns – to measure the effectiveness of Facebook ads. For instance, the company, which sells chocolate hazelnut spread, combined Facebook ads with TV spots and other paid channels in Germany during December 2011, attributing 15 percent of sales from the yuletide campaign to its Facebook ads. In terms of return on investment, the brand told ClickZ that Facebook ads outperformed the TV spend, according to its MMM data.</blockquote>

Nice to see science being applied to FB, especially the ads.

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