Converseon and ChatThreads Partner to Launch
CHORUS™, the First Measurement Solution
Designed to Holistically Track and Measure the
Relationship Between Online Social Media
Listening and Offline Word of Mouth
Converseon teams with ChatThreads to infuse Social Listening into Offline Word of Mouth Tracking
March 24, 2010 07:03 AM Eastern Daylight Time
NEW YORK--(EON: Enhanced Online News)--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. CHORUS uniquely enables brands
to clearly understand both the online and offline word of mouth drivers behind brand perception and purchasing
decisions, and the interplay between them.
The partnership was announced at the annual Advertising Research Foundation (ARF) Re:think conference in New
York.
“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
remarks 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.
ChatThreads Touchp