Acquisition · Quantitative real-life experiment using a customer-acquisition decision-support system. Predictive models ranked prospects using commercially purchased prospecting data, website data, and Facebook data; calling lists were generated and prospect-to-customer conversion compared.
The added value of social media data in B2B customer acquisition systems: A real-life experiment
Decision Support Systems · 2017
Summary
Facebook data were the most informative source for qualifying prospects and complemented the other sources, further improving predictive performance; results were reported in prospect-to-customer conversion.
For your marketing
Possible founder application
Use this paper as evidence about the added value of social media data in b2b customer acquisition systems: a real-life experiment in the stated context; compare its population, treatment and outcome with your own decision.
Reported result
What the study found
Facebook data were the most informative source for qualifying prospects and complemented the other sources, further improving predictive performance; results were reported in prospect-to-customer conversion.
Research question
What the authors investigated
What does the added value of social media data in b2b customer acquisition systems: a real-life experiment show about customer behavior or marketing outcomes?
Design
Quantitative real-life experiment using a customer-acquisition decision-support system. Predictive models ranked prospects using commercially purchased prospecting data, website data, and Facebook data; calling lists were generated and prospect-to-customer conversion compared.
Sample and setting
Nearly 9,000 beverage-serving outlet prospects for Coca-Cola Refreshments Inc.; the system generated ranked calling lists for customer acquisition.
Scope and transfer
Limitations to keep in view
The accessible publisher abstract does not expose the article’s complete author-stated limitations section; no additional limitation is asserted here. Full-text methods and correction history were not independently checked.
Research sources
Candidate study metadata and reported evidence were cross-checked against a direct publisher-page retrieval; the full article was not independently reviewed.