Online retailer Overstock.com was looking to understand the overall value of their organic social media efforts. Additionally, they wanted to understand the relationship between their audience, social and sales.
We conducted a detailed social mapping of audience interests and affinities, which were used to create behavioral-based personas for the most influential audience segments related to Overstock and their primary competitors.
Next, we created a linear regression model that predicted the effects of social media on revenue and estimated the impact of key audience segments. Essentially, we helped to develop a model that allowed Overstock to evaluate what social content and placements to use when driving interest in certain sales categories.
This new model uncovered the overall monetary value of organic social for Overstock including which segments indexed the highest for sales. This led to several opportunities to optimize Overstock’s social content and advertising, saving the company thousands of dollars in out-of-pocket costs every quarter to then reinvest in content and targeting.