Kantar Worldpanel claims new tool will let brands measure real-time ROI from Facebook campaigns

A recent report by the CMO survey found that nearly half of senior marketers believe social media has a ‘below average’ impact on profitability.
In particular, the report suggested that many CMOs are monitoring the ROI of campaigns on platforms such as Facebook incorrectly by over-relying on metrics such as buzz.
But by utilising Facebook’s mobile and desktop ad exposure data alongside its own continuous consumer packaged goods (CPG) purchase data,