Nepa, a leading Consumer Research and Analytics company, today announced the findings of a study using data from 1,660 retail campaigns in Sweden. The results show that campaigns on social media are – when done right – effective in driving long-term sales, challenging the prevailing perception of that media channel as primarily a short-term conversion driver. The study is based on Marketing Mix Modelling carried out by Nepa’s Marketing Optimization team. It uses sales data, proprietary Brand Tracking data and media investment data from 1,660 campaigns, including detailed social media data from Facebook. The efficiency of different media types was analysed using statistical models isolating their connection to sales and…