Cross-media ad effectiveness specialist Symphony Advanced Media (SAM) has expanded its capabilities to measure the impact of traditional advertising - including print, TV, radio and outdoor - on social media activity.

The firm says integrating multi-platform media data with social media ‘big data’ from a variety of sources will provide advertisers with predictive analytics and insights into how traditional advertising influences social media buzz, and how that buzz impacts sales.

As an example, SAM says its recent analysis of integrated media data from a large financial services organization revealed that traditional media advertising resulted in a 15% increase in social media activity surrounding the brand.

Chief Analytics Officer Haren Ghosh (pictured) comments: ‘With this modeling capability, CMOs, brand marketers and agencies can now better understand how traditional media generates social media buzz at key junctures of the consideration and purchase funnel. Our analytics platform harmonizes large-scale data from any source to produce end-to-end insights on the performance of media spend and the resulting consumer purchase behavior.’

Web site: www.symphonyam.com .

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