1-800-Flowers Gets Analytics Tool for Measuring Facebook-Based Retail Sales
This is not a huge news item, but notable as retail sales on Facebook is still a relatively unexplored area. Basically, an analytics tool from Omniture is being integrated into 1-800-Flowers’ flower delivery storefront, which is available in the online florist’s Facebook Page. This means the company can gather more data about what’s working — or not working — in terms of selling real-life flowers on Facebook.
Specifically, here’s what’s how it works. Omniture’s SiteCatalyst tool measures demographic segments, number of friends, types of social activity, friend invites, what portion of an app users spend time on, and how all of this engagement leads to actual sales.
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