Since 2000, the emergence of websites such as: Facebook, Twitter, Instagram and Snapchat to name a few, have completely changed the way marketing Marketing is carried out directly, particularly towards the younger generation. , and gave birth to a new marketing trend called social media marketing. More and more businesses are dedicating a larger percentage of their budget to social media, in some cases even 20%, but more and more research shows that this social media spend is not worth it. Social media does not guarantee a return on investment, and in many cases, customer social information is not integrated with other customer information. “Businesses aren't integrating customer insights from shopping, social and other communications channels, meaning they don't yet have the critical 360° view that could help them increase acquisition and customer loyalty” (Christine Moorman, 2016, Forbes, p. 1). All of these factors led to the company's inability to make the much-needed connection between its social media contributions and its inability to acquire and retain consumers.