Data visualization company SumAll today launched its Social Metrics tool, which allows businesses to see their Facebook and Twitter activity overlaid with web traffic and revenue data.
The free service helps companies understand how their social marketing efforts have an impact on sales. Users connect their Facebook, Twitter, Google Analytics, eBay, PayPal, Shopify or other payment processing accounts to SumAll. Through an interactive dashboard, they can select which data sources to compare over different time periods.
For example, a business could look at whether the addition of new fans on Facebook correlates with revenue in any way. It could see whether Facebook engagement leads to additional transactions, or if fan advocacy has more of an effect on sales from new customers or existing customers.
SumAll CEO Dane Atkinson says the company’s vision is to unlock data from the cloud and make it “beautiful and accessible.” It is working to integrate data from the Facebook Ads API, AdWords, MailChimp and other services to give businesses a more complete picture of how their marketing and advertising relates to real business outcomes.
SumAll, which launched in beta 10 months ago, is free. Atkinson says that down the road the company may begin to charge for access to deeper insights, but he believes that people should be able to see their data for free. This makes the tool ideal for small and medium-sized businesses, like Diamond Candles, Freaker, Urbio and others already using the service. Atkinson says SumAll has 7,000 customers looking at $1 billion in transactional data. The New York company raised $1.5 million from Battery Ventures, Wellington Partners and General Catalyst Partners in June. It has a 30-person team.