G.D.S. / C.R.S.
| June 14, 2010 Abacus Forms Strategic Partnership With Circos Brand Karma | |
| Abacus has formed a strategic partnership with Circos Brand Karma, the brand analytics and management company for the hospitality industry. Under the partnership, Brand Karma will integrate real time Abacus Hotel bookings data with brand insight information culled from social media tools to provide an up-to-date analysis on sentiment, influencers and hotel performance. Leveraging the Brand Karma tool, Abacus' top hotel customers will have access to deep analysis and interpretations of online conversation about their properties gathered from social media channels in multiple languages integrated with live Abacus booking data. The insights deliver actionable results that hotels can use to develop social media into a profitable distribution, service, and marketing channel. "With Brand Karma's series of reports, hotel properties will be able to assess their strongest and weakest product attributes across varied customer segments as well as their closest competitors' set. The feedback gathered will also show our hotel customers how to effectively communicate their brands' strengths in the social media space." With 400 million active members using social media tools like Facebook, and Twitter reaching 75 million globally, there is certainly a captive pool of online consumers that marketers are keen to engage. Morris Sim said, "Social media is the best channel for hotel brands to listen to their guests, analyse how they are being perceived, understand their brand strengths, weaknesses and differentiators, and use this information to make critical business decisions that will ultimately impact their profitability. The Abacus and Circos partnership is a milestone in that we are the first to offer a view of this data set integrated with real time transactional data." "Using Brand Karma, hotels can use what they learn about their brands to better reach and serve their most profitable customers. We're happy to be helping this leading group of Abacus hotels to protect the value and cultivate the potential of their brands, which will lead to increased top-line sales and better margins," continued Mr Sim. www.abacus.com.sg | |
