Debjani Deb To Urge Marketers To Look At Social Media As A Way To Measure Purchase Intention At IIR Measure Up Conference, 2011

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EmPower Research’s Debjani Deb to address delegates on the hot topic of the Social Media voice of the consumer as a measure of purchase intention and ultimately sales.

At the IIR Measure Up Conference, 2011 to be held in Boston, MA, from June 6-8, the event focus will be on return on investment (ROI) as denoted by online activities; specifically social media.

“Today, marketers and C-Level audience have blurred ideas on how to use Social Media to understand intent”, said Debjani Deb, managing partner of EmPower Research, and one of the speakers at the Measure Up conference. “Often marketers don’t look beyond ‘awareness’ or ‘popularity’ as metrics to denote success. Therefore, they are not able to correlate their marketing investments with actual results. Due to this missing link, the full value of the channel is lost.

In an interview with Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of social media (Visit, Debjani briefly discussed the need for marketers to leverage Social Media to engage with their customers. She also urged them to consider ‘purchase intention’ and ‘loyalty’ to derive meaningful insights for justifying their marketing investments.

To register for the IIR Measure Up 2011 conference and listen to Debjani Deb speak, visit

About EmPower Research
EmPower Research is an integrated media and business research company headquartered in New York. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the client ecosystem, deriving real insights for active stakeholder engagement.

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Sanjay Kirimanjeshwar
Senior Manager – Marketing and Communications


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