If you can own the journey of how your customer hears about something, how they learn about it, and then how they get to the website or social, and then where the website or social will take them, you own the results. If you own the journey, you own the results.
Swan has found success harvesting information about would-be customers using clear calls-to-action to a specific link, typically to the brand's website or social channels, in all PR efforts.
These direct, actionable requests can come in the form of a custom URL, a QR code or a news story mentioning a specific website.
But those social media shares, likes, website views, do matter - if they're packaged with customer data.
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