Tracking in store purchase behavior will also enable brands with deeper insight of consumer preferences, augment social profiles and build more personal relationships.
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Resonate performs large scale waves of online survey research, which is integrated with data sources providing online behavioral data, purchase behavior and a vast array of other audience characteristics.
This almost certainly exaggerates the actual cannibalization of book sales by libraries (consumer marketers know that self reported purchase intent notoriously overstates actual purchase behavior), but cannibalization does occur.
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Recent press lauds Facebook as an effective media channel, with positive validation coming from large advertisers like Starbucks and Target who link paid social media presence to in-store purchase behavior.
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These ads prompt people to answer questions about a brand or purchase behavior, watch a video, or take part in other activities in return for in-game currency with which they can buy virtual tractors and cops.
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The winners will be the ones providing compelling, relevant offers, those that analyze and integrate data to create a completely unique customer experience based on location, past purchase history and behavior analytics.
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Or to put it more directly, does social media drive offline behavior, whether it be a product purchase or pulling the lever in the voting booth?
Although Facebook has the user base and Web-based engagement that most social companies dream of, the network is lacking the type of consumer behavior that is easily monetized in later cycles of purchase intent.
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Some in the industry view the deal as a way for Facebook to elevate online social behavior closer to search as an indicator of consumer interest and purchase intent.
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This increased shopping behavior has reduced advertising efficiency and effectiveness as the traffic obtained becomes less likely to result in a purchase on the website.
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