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Marketers excited for metrics opportunities from Twitter tool

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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."

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									2 | DmneWS | November 9, 2009 | www.dmnews.com


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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-
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