It was such an honor to have James Smith, VP of Advertising for Disney Online (Disney.com, Family.com,FamilyFun, Kaboose and BabyZone), up on stage with me at Web 2.0 in New York talking about one aspect of“operationalizing” social media - measuring campaign effectiveness and real-time optimization. His deep-dive case study had the entire audience sitting up straight and taking frantic notes.
James eloquently walked through data and graphs showing how he and his team use social media data from Scout Labs throughout the lifecycle of major Disney Online campaigns.
Disney is a marvelous example of a company that constantly evolves its marketing discipline in keeping with the marketplace. They embrace new tools and technologies and look to new and deeper sources of market data—like social media—for success metrics. And you don’t have to be one of the biggest and most beloved brands in the world to have access to this kind of data and to engage in real-time campaign tracking and optimization.
You just have to be as smart as Disney to choose Scout Labs 😉
Previously posted on scoutlabs.com/blog on Dec 9, 2009
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