Measuring Return on Investment in Social Media Marketing comes of age

One of the country's largest cinema chains is working alongside Facebook in a bid to analyse its marketing activity, it has been reported.

Cineworld, the second-biggest multiplex cinema firm in the UK, is hoping Webtrends will give it an invaluable insight into how people respond to its online presence.

It will specifically look into those users who 'like' the brand on the ever-popular social networking site and see how they can be engaged with further using eMarketer Webtrends.

Speaking to the site, Farid Sehad, channel marketing executive at Cineworld, said: "We work with Webtrends across all our platforms; the website, mobile and now to provide performance indicators for Facebook Share."  He added that the tool will enable Cineworld to track its investment in Facebook against other digital channels and see where campaigns should be targeted in the future.

The main feature of Webtrends is that it enables all aspects of a digital campaign to be collated and used to analyse marketing data, eMarketer claims.

A survey by web development agency Sense Internet recently found that some brands have experienced a 200 per cent surge in sales after setting up a brand page on Facebook.