Research Reports

Below are the research reports I have published since joining Altimeter Group. They are published under the auspices of open research and are intended to advance the industry at no cost. The Creative Commons License is Attribution-Noncommercial-Share Alike 3.0 United States at  These reports are intended for you to read, utilize and share with others. If you do so, please provide attribution to Altimeter Group.

The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media

July 24, 2012
By Susan Etlinger

Today, customers move constantly between the online and offline worlds, using a range of devices — such as smartphones and tablets — that didn’t exist a few short years ago. Thousands of applications and dozens of social media platforms collect and transmit an unprecedented amount of structured and unstructured data, and API changes are a fact of life. The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different. This report identifies six primary approaches and includes case studies for how organizations measure the impact of social media on revenue.

A Framework for Social Analytics

August 10, 2011
By Susan Etlinger

This report is intended primarily for business people who are tasked with understanding, interpreting, and acting on social data — executives, strategic planners, social strategists, and marketers. It outlines the key challenges of social data, proposes a value-based framework for social analytics, and recommends clear and pragmatic steps that companies engaged in social media must follow to ensure they are gaining insights, measuring effectively, interpreting accurately, and taking appropriate action — both today and in the longer term.

View more documents from Susan Etlinger

One Response to Research Reports

  1. I will certainly spend more time with your report, but wanted to say thanks for continuing to focus on and help drive the conversation around measurement and metrics for social media. I focus at the local level and even though your examples are for larger brands, the concepts and analysis will be a big help in educating local business owners on how to plan, measure and allocate time and budget for social media.



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