#customaudiences

Twitter has already conducted tests, measuring the sales lift attributed to Twitter exposures and interactions for 35 brands. They concluded:

Engagement drives greater in-store sales. Users who engaged with a brand’s Promoted Tweets spent 12% more than a statistically identical control group. Exposures alone saw a 2% lift in sales. Brands’ organic Tweets drive sales. Users exposed to a brand’s organic Tweets bought more from that brand than those who were not exposed, producing an 8 percent average sales lift. This lift was nearly 3x greater among users who saw 5 or more organic Tweets. Followers who see Promoted Tweets buy more. Followers who are exposed to Promoted Tweets purchased 29 percent more from that brand than followers reached by organic Tweets alone. We believe that this partnership could help take your brand’s social strategy to the next level. How? Example: ‘Does tailored content increase sales?’ 1. First conduct analysis to determine the different interest areas of your existing customer base 2. Then segment these groups and target them on Twitter using their recently announced Custom Audiences product. 3. Publish tailored content to your custom audiences. For example an auto brand might have one set of customers who are interested in sports cars and another set who are in the market for people carriers; they could target the two groups separately without the risk of exposing them to content that would put them off.

4. Using Datalogix we can then measure the offline spend of users who see tailored content and compare it to a control group who see all of your content.