How SumAll solves the Facebook 'Like' problem

How SumAll solves the Facebook 'Like' problem

Summary: The problem: what is a 'Like' worth? How do you link your social advocacy to daily, weekly, and monthly revenue numbers? SumAll solves this once and for all.

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The problem: what is a 'Like' worth? How do you link your social advocacy to daily, weekly, and monthly revenue numbers? How do you know if your social marketing strategy is working?

SumAll provides what has been missing from social media marketing for so long: a way to accurately put a dollar figure on 'Likes'. SumAll does this by providing "an analytics tool that links a company's Facebook fan page and Twitter account to track social activity against your web traffic and revenue, revealing the return on social marketing."

SumAll is still a young company with 20 engineers, almost 10,000 clients, and a great idea. 

For organizations that are struggling to get their arms around their data, SumAll provides a way for an organization's data to be pulled in, consolidated, and visualized in a single dashboard. It is akin to being able to visualize and track a company's stock price over a specific time horizon.

The key statistics such as revenue, sales, etc. can be viewed over 7, 30, 60 days and more. The time over time view allows you to see specific patterns for gross receipts, SKUs, units sold, and more. All of this data can then be mapped to Facebook, Twitter and Google, to compare the level of advocacy with your organization's sales.

By comparing advocacy across social media sites to revenue, it allows organizations to accurately map visits to dollars. You can also view benchmark data, so that if you are having an off day you can see if it was something specific to your organization or endemic to everyone in that space.

Dane Atkinson, SumAll’s CEO, explains:

“It’s all about having access to all your data side by side so social marketers can see the clear links between fans and followers, your website traffic and sales data. The new Social Metrics tool lets SumAll users see if their social traffic converts to new users and new revenue by tracking data interactions, which they can then use to make actionable insights and more profitable decisions.” 

SumAll is still a young company with 20 engineers, almost 10,000 clients, and a great idea. And growing at an astonishing 20% per week. 

Dane Atkinson
CEO Dane Atkinson

With the tremendous growth that they have been experiencing, Atkinson said that it was important for SumAll to be able to scale the infrastructure. With a light browser-driven front end and Mongo (MongoDB is a scalable, high-performance, open source NoSQL database) on the backend, SumAll is a company that was born on the Cloud, providing transactional, social and web traffic in one SaaS environment, on a single dashboard.

Currently, SumAll supports Facebook, Twitter, eBay, PayPal, Google Analytics, Shopify, Big Commerce and Magneto platforms.

Key to their success, to date, is being able to keep on-boarding light-touch, making the human commitment or learning curve quite low. 

For example, I was able to easily navigate the interface and create graphs that allowed me to compare sales activity over a 30-day period with Google visits and Facebook social advocacy traffic (see graphic below).
   

Traffic Sales

I was then able to change the view to include Sales, Facebook advocacy, Twitter advocacy and eBay sales (see graphic below). 

 

lines_social-rev-ebay

Currently there is only the option to simply total or sum; in the coming releases, SumAll will have the ability to enter equations. For example, Facebook plus Twitter divided by Sales data (Facebook + Twitter / Sales data).

Coming soon is support for categories such as "paid for impression"data coming, and the ability to import non-cloud data such as MS Excel spreadsheets. Many of their clients have been requesting access to an API that they can use; although SumAll is considering this, it is likely not going to be available in the near term.

I leave you with three words: Facebook acquisition candidate.

Let me know what you think.

 

Topics: Social Enterprise, Cloud

Gery Menegaz

About Gery Menegaz

Gery Menegaz is a Chief Architect for IBM with more than 20 years supporting technologies in the financial, medical, pharmaceutical, insurance, legal and education sectors. My Full-Time Employer is IBM. I write as a freelancer for ZDNet.

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5 comments
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  • Hope Facebook doesn't read this!

    Thanks Gary for the killer article, so long as no one comes to swoop us up! The convergence of data is fascinating and surprisingly consistent across users, especially in the details of customer cohorts and customer advocacy! Only note I would add is the service is presently free so folks should see the experience for themselves!
    daneatkinson
  • Acquisition

    Thanks, Dane. You guys have a great product. Best of luck.
    gery.menegaz
  • This is silly

    Marketing is all about shaping the way people think. Not all positive thoughts will translate immediately into sales, but the effects down the road are completely unpredictable. Advertising builds equity in something that is completely invisible, that is a human desire for a given brand. Anyone selling the idea of converting advertising to revenue dollars is peddling snake oil. No such conversion is possible.
    T1Oracle
  • Marketing

    If there were no way to correlate revenue to advertising dollars spent there would be no commercials on television, no pop-ups on web pages, no advertisements of any kind. It is silly-er to think that marketing does not pay off.
    gery.menegaz
  • Marketing ROI

    Finding the return has long been the advertisers struggle as so nicely put by Art Menius in 1880, "I know half my ad budget was wasted, but I don't know which half". Thanks to ad tech that loop has been partially closed but only partially as your right, TiOracle, the brand impact is usually lost or miscounted. Part of the aspiration for our tool is to give you a view on the bigger arcs and in part capture that effect. In my last job we found that coupon codes and tracking pixels would only account for 60% of impact but when you separated the lead source you would often see sales lifts wrongly attributed to an organic source that were clearly from a marketing spend. We hope to have made that easier to detect now for folks, but are sure at least that we have gotten them their data in one place.
    daneatkinson