Social media consultancy Converseon and word-of-mouth analytics firm ChatThreads have joined to create Chorus, the first system to comprehensively fuse advanced social media listening and analysis together with offline word of mouth tracking.
"With Chorus, marketers can now understand which media fuels discussions and decisions. It's more than a post-mortem reporting system. Brands will be able to optimize media mix and messaging based on social media and word-of-mouth purchase drivers," said Rob Key, CEO of Converseon. "Until now, online social media listening and offline word of mouth tracking have essentially been two parallel universes. 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."
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.
ChatThreads Touchpoints is a mobile-enabled media tracking solution that allows real-time measurement of consumer exposure to any type of brand touchpoint, including word-of-mouth and traditional media. Touchpoints development, led by ChatThreads' founder and Chief Research Officer, Dr. Walter Carl, came in response to client requests for understanding word of mouth impact within the context of other media channels.