Introducing International Insights

Introducing International Insights

Carroll Rheem Brand

As Brand USA enters its fourth fiscal year of operations, we are excited to unveil International Insights, a newsletter designed to share valuable learnings the Research & Analytics Department generates on an ongoing basis. To tap into our nation’s collective marketing potential, our goal is to provide insights that not only support Brand USA’s marketing strategy, but also serve as a resource for our partners. After all, sharing knowledge is as important as creating it.

The Research & Analytics Department achieved significant accomplishments in the past year, including:

  • Completing our first ROI study with Oxford Economics, the annual market intelligence study across 12 markets;
  • Launching Project Phoenix;
  • Acquiring data services from comScore and Visible social listening; and
  • Adding team members, Jeanne Liu and Brett Peterson.

This year, we have much more in store as we take Project Phoenix to its next phase and we launch a partner program with our Visible social analysis tool. Imagine harnessing millions of posts from around the globe and aggregating what all the chatter is about. The topic of travel to the United States so expansive, we increased our scope from 10 million to 20 million tweets. We can view a significant amount of information – when in the week people chat about travel, top words included in posts about a destination, positive/negative sentiment, the volume of people in different phases of the travel life cycle, to name a few. As you might imagine, configuring broad queries across nine languages and scrubbing the data will take months. We look forward to sharing information and insights as we get closer to setup completion.

International Intelligence will feature monthly articles spanning Research & Analytics department disciplines every month. We hope you find the newsletter both relevant and enjoyable to read. As always, we welcome your feedback and ideas. Please feel free to contact us at [email protected].

Warm regards,

Carroll Rheem

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