WFA Benchmarks & surveys 05/2020: Calculation methods for social media savings

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This member benchmark examines calculation methods for social media savings.

A member of the WFA Sourcing Forum reached out to us on the topic of calculation methods for social media savings.

Fellow WFA members were asked the following questions:

1. How are you measuring the productivity of social media to determine savings?
2. How do you calculate savings for biddable media?
3. How do you determine fair market value in that space? What type of benchmarking techniques do you use?

7 WFA members with expertise in Marketing Procurement responded.

The full report here