How to Get Started Using Analytics to Profit From Facebook

FREE

Become An Insider

Sign up now and get free access to hundreds of Insider articles, guides, reviews, interviews, blogs, and other premium content from the best tech brands on the Internet: CIO, CSO, Computerworld, InfoWorld, IT World and Network World Learn more.

Online fashion retailer Tobi integrated data from customers’ Facebook pages and their purchasing histories to better target promotions and increase sales.

The project :: Deploy a social commerce tool that can help online fashion retailer Tobi forecast the results of social media promotions and boost revenue.

The business case :: Tobi’s founders needed to integrate social media into the company’s marketing and sales strategies. But its in-house efforts—posting promotion codes on its Facebook fan page, for example—were a flop, says CTO Anthony Wang. Redemption rates were low, and when a promotion did engage followers, there was no way to determine why it worked.

Wang researched whether Tobi could develop more robust social media analysis tools that would give it insight into the specific actions of its fans and customers, but he determined it would require too much time, money and attention. “It’s hard for a retailer to build a social commerce platform on its own,” Wang says.

To continue reading, please begin the free registration process or sign in to your Insider account by entering your email address:
Insider Resume Makeover: How (and When) to Break the Rules
Join the discussion
Be the first to comment on this article. Our Commenting Policies