Today Converseon is pleased to announce the launch of CHORUS™, the first measurement solution designed to holistically track and measure the relationship between online and offline word-of-mouth.
At Converseon, will have long recognized the need to integrate other measurement approaches to capture not just an individual’s digital persona, but also their offline dimension. After all, Word of Mouth is an online and offline phenomena. It is incumbent on brands to understand both these worlds and the interplay. As such, we are proud today to announce another industry innovation that we have been working on for the last few months.
As a first in its field, CHORUS™ comprehensively fuses advanced social media listening and analysis together with offline word-of-mouth tracking, in partnership with WOM analytics company ChatThreads.
“Until now, online social media listening and offline word-of-mouth tracking have essentially been two parallel universes,” said Rob Key, CEO of Converseon. “While an increasing number of brands are measuring online conversation, there has been a significant void in the measurement of online’s impact in offline word-of-mouth, and vice versa. CHORUS™ solves the problem of how social media conversation impacts the proverbial offline kitchen table discussions. For the first time brands can clearly understand and measure word-of-mouth in all its forms.” Key notes that even with the growing proliferation of online social media conversation, an estimated 80 percent of word-of-mouth occurs offline.
Converseon’s proprietary Conversation Mining™ technology, together with the mobile-enabled touchpoint tracking developed by ChatThreads, bridge a long recognized chasm between what is put forth in multi-channel advertising and marketing campaigns, and what enhances brand affinity, stimulates word-of-mouth discussions, and drives purchasing decisions.
CHORUS™ combines, organizes and reports data gleaned via these two methodologies to create unique actionable insights to improve media and message optimization. This product now gives marketers a deeper understanding of what media fuels consumer discussions and decisions.
More details about the announcement are available at http://bit.ly/chorus-solution