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