Referral programs give detailed picture of social influencers

02/19/2013 | Advertising Age (tiered subscription model)

Referral programs offer one way for companies to concretely measure the effect of marketing programs on social influencers, writes Vijay Sundaram. Programs such as the one used by Marriott Hotels that awards loyalty points for referrals or one from AT&T that offers promotion cards to influencers allow companies to track precise metrics such as clicks and conversion rate rather than being left to guess how influencers impact sales.

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