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[Sean Cummings] said tracking the effectiveness and the downstream influence of Tweets is a valuable tool, especially among highly competitive brands. He added that the efficiency of one provider tracking both e-mail and Tweets takes a step out of the process, while at the same time showing the marketer the correlation between the two. "If you have a better tool in your toolbox, you can beat the other guy," he said. "It's very dog eat dog in marketing and advertising."
2 | DmneWS | November 9, 2009 | www.dmnews.com loyalty groupe aeroplan buys carlson marketing p4 moBile should iphone apps be your mobile marketing focus? p11 agenCy engauge head/dm vet rapp on the industry p21 Marketers excited for metrics Choice Hotels picks Clarabridge opportunities from Twitter tool for comment data By Cara Wood By Carol Krol online has hindered its growth.” Cummings value of it. As more dollars get spent in that : Hospitality franchiser Choice Hotels hired : Email Data Source last week debuted is a former marketer, logging time at both arena, we’ll need to show the impact of it, text analytics software provider Clarabridge a Twitter monitoring tool at the Ad:tech at American Express and Ask.com. and I think something like this tool makes to collect and process nearly 1 million cus- trade show in New York. The e-mail data In September, more than 15,000 unique a lot of sense.” tomer comments in order to improve service analysis firm will incorporate the Twitter e-mail campaigns contained a brand’s Twit- Cummings said tracking the effectiveness and customer lifetime value. measurement tool with its existing e-mail ter or Facebook sign-up page, according to and the downstream influence of Tweets is a The hotel chain, which includes brands analytics tool. Email Data Source’s data. The social media valuable tool, especially among highly com- such as Comfort Inn, MainStay Suites and The platform will be available to cli- data intelligence could improve a marketer’s petitive brands. He added that the efficiency Econo Lodge, has renewed its emphasis on ents, with plans to market it to prospects ability to evaluate the ROI of marketing of one provider tracking both e-mail and the quality of rooms across brands. Mark as well. efforts through Twitter. Tweets takes a step out of the process, while Weiner, VP of customer care and reserva- Bill McCloskey, chairman, co-founder “We’re always trying to understand what at the same time showing the marketer the tions at Choice Hotels, expects that initiative and chief evangelist at Email Data Source, our customers are saying, as well as what correlation between the two. “If you have to result in better customer retention. said the tool will enable marketers to mea- our competitors are saying to our custom- a better tool in your toolbox, you can beat “We get a lot of unstructured feedback sure Twitter’s impact on the traditional ers,” said Gretchen Scheiman, partner and the other guy,” he said. “It’s very dog eat from our guests, and increasingly we saw brand marketing perspectives of reach, associate director for e-mail marketing at dog in marketing and advertising.” the need for detailed analytics in order to frequency and effectiveness. OgilvyOne. “This tool gives us the ability However, Cummings warned that data make sense of all of it,” he said. Tweeters and re-Tweeters are, in a sense, to understand both.” on its own without context can also cloud The hotel franchiser began testing the broadcasters, added McCloskey. Alisa Jacoby, a consumer packaged goods the picture for marketers. “This is some- software this summer. “This will allow you to see who your marketer agreed. “This year we had a real thing that can increase analysis paralysis,” “Clarabridge’s Content Mining Platform most influential broadcasters are over time,” focused effort [on social media],” said Jaco- he noted. “We end up getting mired in the allows our representatives to tailor the solu- he said. “It puts the social media conversa- by, senior brand manager at Eight O’Clock tracking rather than elevate above that to tion to an individual customer,” Weiner tion back in traditional terms marketers Coffee. “I think most companies realize the whether a click matters.” l added. “If a hotel has a number of room- understand.” cleanliness complaints, the rep can solve Email Data Source will monitor how the problem for the guest right away, rather many people each brand message reaches, than referring them back to hotel staff.” who are the most successful “rebroadcast- Based on initial testing of the software, the ers” of that message; the overall impact of company may extend its use into other pro- the message and how it relates to the brand’s grams, including its preferred guest loyalty Web traffic. program. Weiner said that customer satisfac- Se
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