Pamela Achladis has a hush-hush new product to launch. She’s marketing director of the Independence-based call tracking firm Mongoose Metrics, which provides services that measure the effectiveness of marketing campaigns through calls, leads and sales.
Most days she’s pitching customers on the value of metrics, but now she’s setting her own marketing goals in preparation for her product launch.
Traditional marketing tells her to track results with print media mentions, phone calls, orders and trade show leads. All still important, but Mongoose’s focus on social media brings a bucket of new measurement strategies.
“We look at engagement metrics,” she says. “Did we get more followers? If we post tweets to a news release, how many people are looking at that? How many are going to the website, and is that translating into sales?”
Mongoose, a growing 4-year-old company, has carved out its niche: call-tracking and metrics. It’s customers and prospects are tech- and marketing-savvy, mostly marketing execs who are pros at social media and expect nothing less from their vendors.
The company’s best tweets (@mongoosemetrics) — often promoting a blog post, case study or sharing market research — might fetch 30 to 50 retweets, Achladis says.
It doesn’t seem like that large of a reach, but “the amplification of number quickly expands to thousands and tens of thousands,” she says.
Twitter, LinkedIn and Facebook are consistently among the top referrers to Mongoose’s website.
“The [social media] space is so cluttered now,” Achladis says. “You’re looking for the people who are filtering you based on what they find interesting.”