Federated Media Publishing (FM) has unveiled the beta version of its Conversational Marketing (CM) Toolbox. The CM toolbox is the industryâ€™s first open conversational marketing measurement platform for tracking and analyzing conversational marketing campaigns. The beta version is available exclusively for select FM customers including American Express, Asus, Best Buy, Dell, Intel and Symantec with wider availability beginning in the first quarter of 2009. Industry leading partners participating in the beta program include AideRSS, BuzzLogic, comScore, DoubleClick, Google Analytics, Meebo, Nuconomy, Pheedo, PointRoll, Twitter and Yahoo!
The toolbox offers marketers a real-time view of campaign delivery and performance based on a customized set of data points. The beta program and ongoing development of the toolbox is a collaborative effort among leading brand marketers, agencies and data providers who will offer feedback based on real-world campaign testing. These insights will facilitate the continuing refinement of the platform for industry-wide use.
FM has developed a detailed methodology for measuring campaign success by organizing campaign data into Engagement, Amplification and Equity categories. Organized in this way, the CM Toolbox helps brands and agencies understand the effectiveness of their conversational marketing activities with a customized, dynamic portal through which marketers can view all potential marketing metrics and data points.