Will Scully-Power


The new digital data driven CMO

TravelocityLogo

Victoria Treyger, the CMO of Travelocity.com wayed in being a digital data driven marketer.

In Treyger’s case, the amount of data can seem overwhelming to an outsider.

In addition to Google—which provides information about competitors and industry trends, she culls consumer data from Hitwise, Compete and Comscore among others and then looks at how consumers behave on Travelocity’s site—namely shopping and booking patterns.

For now, social media is primarily a marketing tool rather than a way to wring more data out of consumers, though Treyger said when the company relaunched its Web site in May, it used Twitter to get a read on how consumers were taking to the new site. (They liked it.)

In addition, for the last three years Treyger has made use of mixed-media modeling, a sort of dashboard that uses statistics and econometrics to determine which media mix delivers the best ROI.

For Treyger, a veteran marketer from Amazon, being immersed in such data is second nature. “Relying upon all of these different data sources is a regular part of the job.

It’s kind of like having coffee in the morning,” she said. “I wouldn’t think about making any key business decisions without relying on data, but it’s not most of my job, it’s part of my job.”

“Most of the marketers interviewed in her recent survey relied upon digital agencies—often as many as six or seven—to collect and interpret such data”.

“They’re not being managed in the way creative agencies are managed or the way integrated or above-the-line agencies are being managed,” Seid said of the digital agencies”.

“There’s nobody inside that has the expertise that’s on par or superior to the digital agencies. So the digital agencies are more or less setting the agenda.”

More: http://www.brandweek.com/bw/superbrands/article_empathetic.html

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