July 4th, 2011 by Susanne Krohn
“Life is like a rainbow. You need both the sun and the rain to make its colors appear.” This quote seems especially fitting when looking back on the summer party that ethority hosted last Wednesday in Hamburg, Germany. 70 invited guests gathered at one of Hamburg’s hip locations, the east hotel. Their curiosity could not stop them from braving the rain and following the invitation to be part of an exclusive pre-launch of ethority’s latest Social Media technology. Even though the summer party was missing some sunshine the guests and the entire ethority team celebrated the pre-launch of their new monitoring solution full of positive perception. The “gridmaster” is a tool developed by the Web 2.0 specialists from Hamburg which is the only one available on the market that translates Social Media campaigns into relevant marketing key figures, like gross reach and ROI.
Georg Stolz, CEO of Arbeitsgemeinschaft Media-Analyse (ag.ma), ethority-CEO Sten Franke and COO Benedikt Köhler discussed the future of Social Media measurability and key figures for the assessment of impact and efficiency of campaigns as well as the comparability of Social Media measures in front of 70 invited guests from the agency and digital business in Hamburg.
“The time of trial is over, Social Media is an important part of the communication mix by now: campaigns get more elaborate and require a comprehensive budget. For companies and agencies involved with Social Media it becomes more important to verify their success not just qualitatively. Social Media monitoring can do much more than capture and count clippings in the meantime”, says Sten Franke, CEO of ethority.
Sten Franke added: “With the ethority gridmaster we can offer our customers the opportunity to capture campaign impact and efficiency in established measurements like gross reach and contacts and use this as a basis to illustrate the return on investment. The ethority gridmaster is particularly suitable for the preparation of pitches for agencies: The tool is able to identify exciting insights, relevant channels and quantitative provable potential for the customer even in the short term. Positive reactions and a vivid discussion about Social Media KPI’s on the evening of our pre-launch proved that the market is ready for it.”
The full version of the gridmaster will be presented exclusively by ethority at the dmexco on Sept-21 and 22 in Cologne in front of a professional audience.
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