Highlighting the importance of using data to determine ROI on social media campaigns, Mayar pointed to Burger King's highly-publicized "Whopper Sacrifice" campaign on Facebook that allowed people to
delete friends in exchange for getting a free Whopper. While the effort generated controversy (for violating Facebook TOS) and a lot of attention for Crispin Porter & Bogusky, Mayar questioned
what the ROI was on the campaign. Did Burger King have increased sales? He says the campaign didn't have enough ROI measurement to determine how effective it really was.
