Base and Incremental Value for Social Media Campaigns, originally uploaded by razorfishmarketing.
Much of the first 10 years of the banner were spent focusing on one of two things:
1. Wow! You can tell who interacted with my ad!
2. Let’s figure out how we can relate the banner to the TV ad, the print ad, the outdoor ad…
It is really exciting to see more and more research – like the data from Razorfish Digital’s Social Influence Measurement Study found above – talk about the value of this frictionless distribution platform we call the web.
I’ve just begun to dig into the report but it looks really good. Check it out. Also check out Shiv’s blog overview and thoughts on the study here.
Hat tip to Jackie!
Continuous Beta by Pete Spande 
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