Internet Honey, a Colorado Springs-based marketing technology company, has won a contract with the Colorado Tourism Office to help the state agency measure its marketing efforts.

Through its software, Honeycomb, Internet Honey will track and manage leads and inquiries from thousands of consumers seeking vacation and tourism information on Colorado, said Jason Goss, Internet Honey president.

The information will help the state tourism agency in its marketing effort because it can track which advertisements in various mediums are getting more bang for the buck, “so they can decide: is this worth buying?” Goss said.

Honeycomb will measure ad performance and social media influence through the customer life cycle, tracking individual leads from first point of contact to conversion. It will help the tourism office track ad campaign performance, fine tune the message and pinpoint the consumer audience, Goss said.

“We will provide insight on the traffic to the state’s website but also information about how the traffic got there,” Goss said.

Goss declined to say how much the contract is worth, but said he has an option to renew it for three years. His company was chosen by the Denver-based advertising agency Karsh/Hagan, which was recently selected as the lead brand agency for the Colorado Tourism Office and is responsible for brand development, creative production, media planning and buying for the CTO’s domestic advertising campaigns.

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Internet Honey got started in 2006 specializing in marketing technology for the travel and tourism industry. The company’s clients are destination marketing organizations, convention and visitors bureaus, resorts and hospitality companies throughout the Southwest. Goss said the Internet Honey six-member team is excited about forging a relationship with the state’s tourism office.

“We are excited about the relationship it brings for us to work at the state level and we are excited about being a contributor to the state’s efforts,” Goss said.