Twitter is making new efforts to measure the impact of Twitter advertising campaigns on offline sales. The company has partnered with Datalogix to do so.
Twitter announced a new capability it is providing called "offline sales impact," which it says can quantify the impact of promoted and organic tweets on offline sales for consumer packaged goods.
Twitter says it has found three key results from its initial tests. These are that engagement drives greater in-store sales, brands' organic tweets drive sales and followers who see promoted tweets buy more. Twitter had Datalogix run studies for 35 brands to come up with its results.
"Users who engaged with a brand’s Promoted Tweets purchased more from that brand than a statistically identical control group, resulting in an 12 percent average sales lift," says Twitter revenue product manager Ameet Ranadive. "The results also demonstrate a sales lift among users who simply viewed the Promoted Tweets without engaging, averaging a 2% lift in sales. This proves that both impressions and engagements from Promoted Tweets are valuable to a brand."
"Users exposed to a brand’s organic Tweets bought more from that brand than those who were not exposed, producing a 8 percent average sales lift," says Ranadive. "This lift was nearly 3x greater among users who saw 5 or more organic Tweets over the measurement period. The implication of this finding is that brands who actively build their follower base and regularly tweet to their followers can see an increase in offline sales."
"Beyond generating sales lifts by reaching followers organically, Promoted Tweets augment the sales impact," he adds. "Followers who are exposed to Promoted Tweets purchased 29 percent more from that brand than followers reached by organic Tweets alone."
The new offering, at least for now, is only available in the U.S. to Twitter CPG advertisers.
Excited to launch a new measurement product! Promoted Tweets drive offline sales for CPG brands https://t.co/Ylra0GA3XF
— Ameet Ranadive (@ameet) August 8, 2013