SOCIALtality marks an important milestone today; we’ve signed on a customer, Netezza (NYSE: NZ), a leader in data warehouse appliance technology.  We’re thrilled to be working with an organization of Netezza’s marketing caliber. With a competitive set that features Oracle and IBM, SOCIALtality will provide them with the kind of intelligence needed to maximize their marketing investment.

“With so much hype surrounding social media and so many marketing agencies jumping on this bandwagon, it’s hard to get any real sense of how to best leverage this new marketing channel – particularly in the context of the high-end B2B segment Netezza occupies”, said Tim Young, Vice President of Corporate Marketing for Netezza.  “With SOCIALtality, we are able to measure the effectiveness of each of our marketing channels, gain insight from the wealth of data collected and ensure we have necessary balance. This means our investment in our social media marketing programs is at a level that is appropriate to the value derived.” Young continued.

Many companies seek this type of measurement from social media monitoring tools but, without true cross-channel measurement capability, these tools are quite limited in their measurement scope. No tools have enabled marketers to understand what they want to know most: the ROI of each channel.  This makes it’s difficult for businesses to know how effective their marketing strategies are and to allocate resources appropriately.

With SOCIALtality, marketing performance is communicated comprehensively as an organization’s SOCIALtality ScoreTM (1-100), which quantifies a company’s ability to attract, engage and retain customers.  The SOCIALtality Score can then be broken down into individual, channel-specific scores.  Comparing individual channel scores allows organizations to understand the factors affecting their marketing performance and provides a valuable roadmap for marketing channel optimization.

This methodology not only quantifies the effect that one channel’s performance has on other channels, it tracks performance change over time and makes it possible to calculate marketing ROI.

SOCIALtality also enables Tim to measure, analyze and score the social-media performance of Netezza’s competitors.  In a market filled with strong competitors, the information provided by SOCIALtality is invaluable in helping Tim magnify the power of his group’s marketing success and keep Netezza on the cutting edge of marketing.

Tags: marketing channel, marketing roi, Social Media

This entry was posted on Friday, April 9th, 2010 at 7:29 AM by MattC and is filed under Social Media ROI. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.