In the US, former iModerate execs Adam Rossow and Gary Zucker have teamed up with former Benenson manager Jonathan Futa to launch Threadline Digital, which will specialise in measuring the emotional and attitudinal impact of digital content.
Rossow and Zucker were previously CMO and VP of Sales respectively of online qual firm iModerate. Rossow left in 2016 to join strategic research consultancy Benenson Strategy Group as Marketing Consultant, while Zucker most recently served as VP of verbatim analysis and survey software company Ascribe. Futa spent the past four years at Benenson, latterly as Manager of Technology and Solutions, and previously as the firm's Qualitative Solutions Manager and Telephone Market Research Quality Control Specialist.
Their new Denver, Colorado-based firm offers a proprietary solution to help companies gauge the impact of virtually any type of content. Threadline's measurement approach uses a combination of market research and ad tech to demonstrate how content - such as web sites, content hubs, sponsored content, e-mail marketing and online video - made consumers feel, the impression it left and its effect on the brand. The solution draws feedback from exposed and control audiences through custom surveys that measure brand lift and provide insights into areas such as usefulness, emotional impact, relevance and sentiment.
In addition, the company's solution can be used to measure the impact of lower-traffic content and get feedback from hard-to-reach audiences. It can also compare the effect of content by different audience segments, channels and behavioral actions, such as engagement levels. Rossow comments: 'Content marketing has a measurement problem. For many initiatives, run-of-the-mill metrics such as page views, shares and engagement levels fail to reveal effectiveness and ROI, and, without those insights, it's nearly impossible to steer your content or justify additional investments. Threadline remedies a difficult challenge by going past simple behavioral data and giving marketers the metrics that truly matter in the long run'.
Web site: www.threadlinedigital.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.