Every marketer says the same thing these days: Any time you have a conversation with your customer, it will help your brand. But when you have 340 million unique visitors each month, as travel-planning and -booking site TripAdvisor does, you need a higher level of discourse. Chief Marketing Officer Barbara Messing told VentureBeat’s GrowthBeat Summit today that one technique for handling mass conversations is building all of its own technology tools in-house. Founded by an engineer, the site tests multiple versions so they fit users’ needs. Reviewers occupy the highest level of personalization, and receive what she described as “a highly personalized stream” of emails. The conversation with reviewers has to factor in motivation, since reviewers power a large part of TripAdvisor’s appeal. Why do people spend their time writing reviews of hotels? Get the full story at VentureBeat