Analyzing the Value of a Facebook Fan

Dear Dr. pROfIt: My company now has 38,000 Facebook fans, an amazing accomplishment. In fact, we only have 190,000 12-month buyers, making our Facebook presence all that much more impressive. It's amazing to think that about 20 percent of our sales come from customers who are on Facebook, isn’t it?

Dr. pROfIt: Oh boy! You've just identified one of the great analytics challenges for the next decade, the challenge of incremental sales.