Setting up social media analytics at Commerzbank, the second largest bank in Germany, we had two goals: evaluate our organic and paid communication efforts in social media in real time and compare the performance and cost efficiency across different social networks. It was a difficult task, because even established KPIs like the Engagement Rate have a different composition on each network. This session will showcase how we broke the KPIs down into basic metrics and reassembled them with Tableau in a way that enables us direct comparisons between different networks, and shows us which subjects and posting types our target groups prefer. By tapping directly into the networks' APIs, we are the first company in Germany to analyze this kind of data in real time.

Session Speakers: 
Anastassia Hättich
Session Type: 
Breakout Session
Session Track: 
Analytics
Session Level: 
Advanced