comScore Social Media Launch and Segmentation Deal

comScore has launched a social media intelligence service, Social Analytix, giving clients analysis of what is being said about their brands; and announced a collaboration with Equifax company IXI to integrate financial segmentation data into products including Audience Advantage and AdEffx.

Social Analytix is powered by the Radian6 social media monitoring and engagement platform, which captures mentions across more than 150 million social media sources worldwide including blogs, discussion boards, video and image sharing sites and social networking sites.

comScore says the new service will help users to monitor mentions of their brand and gauge their sentiment; listen and respond quickly to potential customer service issues; help identify and communicate with key social media influencers; and track the lifecycle of campaigns, announcements and communication efforts.

comScore VP Steve Dennen says the new service provides 'enhanced insights into an increasingly critical variable in the marketing mix equation: consumer word-of-mouth', while Radian6's Vice President of Marketing & Community David Alston says of the partnership: 'We are excited to team up with comScore, a recognized global leader in measuring the digital world. Both companies share a common view around the value of measurement and are leaders in their respective markets.'

Dennen says the IXI collaboration will 'enrich a variety of comScore products': for example it will help clients improve the efficiency of their online campaigns through the use of the Audience Advantage platform, and better evaluate the effectiveness of their campaigns using AdEffx. IXI's consumer segmentation metrics include estimated household income, financial assets, discretionary spending and credit.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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