This week, after much anticipation, we have seen the launch of Facebook Deals in Australia. While this is likely to be exciting for many businesses (not least struggling bricks and mortar retailers looking to drive footfall) it presents several challenges: yet another option for brands and agencies to assess in allocating budget, and the question of how to measure performance.

Facebook Deals is yet to be rolled out wholesale in Australia, being initially driven with test partners KFC, Westfield, 7-Eleven and Commonwealth Bank. Facebook has yet to indicate when Deals will be available for all (if previous form is anything to go by, it could be a few months yet, or just in time for Christmas to create a mad rush?).

Facebook Deals represents a great opportunity for businesses to start utilising the power of social media to not only drive footfall, brand awareness and word of mouth but also improve the bottom line. The confusion lies in assessing the value. If we are to take McDonalds, for example, and we are driving people in store to claim a free sundae (as McDonald’s New Zealand did in June, when Facebook Deals piloted there), how many of those sundae munchers ended up purchasing something else? Perhaps, as a result of brain-freeze delirium, splashing out and buying some nuggets? And where did they initially hear about the campaign?

There is a serious point here and that is to do with attribution and ROI. It can be difficult to connect up the dots with marketing spend across digital and traditional channels as it is. This is complicated further still, when Facebook Deals brings social media and point of sale into the mix. Where did the customer journey begin, and how can merit be awarded to the collateral along the way which guided their arrival at Facebook, and ultimately the store?  Whilst assessing campaigns on a ‘last click wins’ basis was once acceptable, using an attribution model delivers infinitely more accurate results.

For example, Facebook Deals launch partner KFC offers a VIP coupon to purchase one large Krusher and one regular chips for $4.45 to customers who check in at any KFC store. If a ‘last click wins’ mentality is applied, it attributes a big chunk (or in some cases all) of the sales/brand awareness uplift this generates to Facebook. They checked in via Facebook, so therefore Facebook is King, long live the King.

However, let us consider for a moment the fact that the story has been broadcast across every major news outlet in Australia. Consider the tweeting, retweeting and sharing of this story across social media. Not to mention the ‘old skool’ giant posters in KFC stores announcing the promo (Sydney’s George Street store has a custom banner across the entry). Awareness garnered via traditional channels for this promotion is vast.

Evaluation using an attribution model will assess the value PR, social media, out of home, point of sale and other appropriate channels have played in sales/brand awareness uplift KFC experiences through this activity. Alongside Facebook, credit can be attributed, where due, to all of the channels, ensuring future campaigns also have the benefit of an integrated multi-channel approach; as opposed to staking all future marketing bets on Facebook and spinning the wheel.

Facebook Deals opens up possibilities which 12 – 18 months ago were unfathomable for many businesses, i.e. linking up social media cause with business effects. However, it will not be plain sailing until processes are established to attribute value across multiple channels. It seems the further we progress, the more confusing measurement becomes. Nonetheless, I am pumped to see Facebook Deals launched in Australia and looking forward to watching things unfold while tucking into discount Krushers at KFC.