Originally Posted by
seacarl
Devil's advocate here. What is the business case for tracking our comments on FT? How will that generate more revenue for UA or help them get more exposure or positive PR? It seems like a lot of effort for them to track our social media behavior just in case we contact Customer Relations. I don't see much in the way of personalized offers. UA seems to care way more about buying behavior through corporate channels and managed travel. Than individuals buying.
Not all information gathered is (or needs to be) immediately turned back for direct marketing.
It's possible to analyze tone, determine influence, etc. which can all be folded back into product decisions among other things. To a point up thread it's not at all clear how well UA is currently harnessing the power of the information they may or may not be gathering but there's a lot to be said for just having the information available...think about crime scene evidence from 30 years ago hitting fresh DNA as a perhaps morbid example.