Currently there are no effective tools to capture and measure return on investment (ROI) in social media in conjunction with more traditional data points that come from sources such as Flyer Tracking and Point of Sale (POS) systems. Using visual analytics techniques, this project will develop and evaluate a set of ROI metrics that will incorporate available data points about shoppers and their purchasing patterns and will help Unilever Canada to (1) understand shoppers’ online behaviour, (2) reveal causal links between social media engagement and purchasing habits, and (3) establish effective ROI metrics for social media engagement.