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The Social Commerce Attribution Problem: Twitter Refers No Black Friday Traffic

November 28, 2012
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Twitter and Facebook usually aren't the last click before an e-commerce buy, but that doesn't mean they didn't inspire or influence the purchase. Yet IBM's Black Friday report says Twitter delivered 0 percent of referral traffic and Facebook sent just 0.68 percent to retailers’ sites. To lure advertisers and e-commerce integrations, social networks have to show it's not Google driving every sale....

 

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Apple Wants to Buy Pinterest Rival, The Fancy
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Apple is in talks to acquire The Fancy, a fast-growing social commerce site backed by the co-founders of Twitter and Facebook. The objective: to secure a role for Apple in the growing e-commerce market, putting the 400 million-plus users with credit cards on file with Apple's iTunes Store to work shopping, with Apple getting a cut of the action. While The Fancy is far smaller than archrival Pinterest, the 20-person New York startup, led by co-founder and CEO Joe Einhorn, is much further along in linking its users to transactions. 
 

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