Inside MasterCard's Conversation Suite: The Convergence of Social and Traditional Media - eMarketer
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eMarketer Interview

Inside MasterCard's Conversation Suite: The Convergence of Social and Traditional Media

Preview from eMarketer PRO

An interview with

Marcy Cohen

Vice President, Digital Communications, MasterCard

Topics:

Interview summary

MasterCard’s social listening center, the Conversation Suite, focuses on the convergence of social and traditional media as it listens in to 56 markets and 27 languages. Marcy Cohen, MasterCard’s vice president of digital communications, spoke with eMarketer’s Jillian Ryan to discuss how the global payment provider approaches social listening and finds actionable engagements and insights relevant to MasterCard.

Interview

eMarketer: How does MasterCard approach social listening? What is the history of its growth within your company?

Marcy Cohen: Four years ago, our CEO, Ajay Banga, rated our company poorly in terms of our social listening, engagement and presence on social. That was the impetus. We now have a toolset of both vendor-supported and custom-built technology housed in our Conversation Suite, where we’re able to monitor 56 markets, 27 languages, around the world to hone in on what conversations are relevant to us and our competitors.