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3 Questions with Anametrix's Pelin Thorogood
We all know that consumers browse, shop and buy today across numerous digital and traditional channels - using whatever device is at hand. That's made the marketer's job much more complex. That complexity comes not just because of the proliferation of channels, but the fact that they are all interrelated. In short buyers no longer take a clear path to purchase.
Kristina: Tell me about the Anametrix platform - what issue does your platform answer?
Pelin Thorogood, CEO, Anametrix: Consumers leave a trail of breadcrumbs behind them in the form of data with every online click or in-store interaction. That data offers more information about customers than we've ever had before. But the marketing team needs to transform this siloed data into a unified, holistic perspective to truly understand buyers. That's where Anametrix comes in. The Anametrix marketing analytics platform serves as the wheelhouse of all data, the one place where marketers can see, analyze and act on the data they have - whatever and wherever its source.
Anametrix goes beyond dashboards, which often simply visualize siloed information, to deliver applied analytics. That's how marketers discover what truly motivates shoppers to buy and become loyal customers, the key to driving revenue and profitability.
Kristina: What trends are you seeing in the social space?
Pelin: Social media is clearly a dynamic force in the world today. When the Asiana Airlines Flight OZ214 crashed on landing at SFO early in June, a Google employee boarding another flight at the airport tweeted the first picture within seconds of impact. Her photo and tweet were used in more than 4,450 news stories in the next 24 hours. Boeing tweeted and updated its website two hours later, but it was a full four hours before the airlines updated its Facebook and tweeted a thanks for concern and support. Social media drives connection. While this was a crisis situation, it shows that timeliness and content are crucial to many companies that must now have a social presence. Think of the quick-witted Oreo team during this year's Super Bowl game blackout when it tweeted, "You can still dunk in the dark."
Kristina: What do you expect to see from social, leading up to the holiday season?
Pelin: Marketers want to harness the power of social media, but how to do that has inspired intense debate. Do you know, for example, if your company's investments in social media are really paying off in increased revenue and profitability? I'm reminded of findings in Monetate's Ecommerce Quarterly (EQ), a report based on more than 500 million online shopping experiences in the first quarter of 2013. Social media turned out to drive just 1.55 percent of all e-commerce traffic to top sites. Furthermore, social-media platforms overall had a conversion rate of about 0.71 percent. I believe that we'll see better and more effective use of social platforms as we look at data showing the performance in a single view so that we can make reasonable comparisons cross-platform and channel. But social analytics also means running correlations on how social platforms affect other marketing channels.
More from Pelin and Anametrix later this week, including how retailers and more deeply engage using social media.
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