How Marriott maps, measures and monetizes social media

Mary Connors

Marriott, the world’s largest hospitality chain, is using social analytics to gain a granular perspective on the impact of its messaging through this vital channel.

The images of dream vacation destinations are ideal for discovering and sharing on social media.

Alex Stein – Director/Marketing and Social Media Analytics at Marriott International – is charged with methodically mapping out these online social journeys, connecting them with real-life journeys that might include a stay in one of Marriott's million-plus hotel rooms, and imparting the desire to do so again.

"Social is unlike any other channel," Stein reported at the 2017 Digital Summit Chicago. "It impacts every stage of the customer journey."

While social media-analytics allow marketers to go along for the ride, the discipline is still in...

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