Necessary Measures: The ROI of Social Technology
Britt Technology Impact Series • Tuck Campus April 20, 2011
Organizations are everywhere online: They’re posting to their Facebook page, updating their website regularly and pushing content on Twitter. Tending to this expanding array of digital channels requires a steady effort. While it’s easy to see what organizations are doing, the effectiveness is harder to determine. This was a discussion about how organizations measure whether their digital outreach is working. Having a clearly defined strategy about online properties can help an organization do more of what works and less of what doesn’t. Linda Abraham, Chief Marketing Officer and Executive Vice President of Global Business Development, at comScore offered insight into how organizations can assess and best manage their online efforts.
Twitter hashtag #BTIS.
Linda Abraham, Chief Marketing Officer and Executive Vice President, Global Development, comScore
Linda Boland Abraham is an entrepreneur who has played a variety of leadership roles at comScore since its inception in 1999. Most recently, she was a member of the management team that took comScore public in June 2007 (Nasdaq:SCOR). Responsibilities during her tenure include client service, business development, product development, marketing and sales. Linda has also been responsible for developing and managing major client relationships, such as AOL and the United States Postal Service. Currently, she leads the Product Management team at comScore, which encompasses management and marketing of existing products, as well as development of new products. She is a seasoned industry executive with expertise in marketing research, marketing planning, strategy development and advertising effectiveness modeling, in both the online and offline worlds. Prior to joining comScore, Ms. Abraham was instrumental in the launch of Paragren Technologies, Inc., which specialized in delivering large scale Customer Relationship Marketing (CRM) systems for strategic and target marketing. Paragren’s customer base included large consumer marketing companies in the telecommunications, financial services, travel and retail industries. Paragren is now part of Siebel Systems.
Previously, Ms. Abraham held various management positions throughout eight years at Information Resources, Inc., a major international marketing research firm. As Senior Vice President at IRI, she consulted with major consumer marketing firms including Kellogg, Procter & Gamble, The Clorox Company, M&M Mars and Ralston Purina in the analysis and development of marketing and sales strategies. During her tenure at IRI, Ms. Abraham was instrumental in developing advanced promotion analyses for which the firm received several industry awards. Earlier in her career, Ms. Abraham was part of the marketing models group at Ayer, NY based advertising agency. She began her career at Procter & Gamble as a member of the Crest brand management team. Ms. Abraham holds a B.S. in Quantitative Business Analysis from Penn State University.
About comScore: comScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena. comScore provides syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile and offers dedicated analysts with digital marketing and vertical-specific industry expertise. Advertising agencies, publishers, marketers and financial analysts turn to comScore for the industry-leading solutions needed to craft successful digital, marketing, sales, product development and trading strategies.
Linda Abraham, CMO & EVP, comScore
Video Interview with Elissa Kline T'11