WPP brand, media and comms researcher Millward Brown has introduced a solution called Digital Behavior Analytics (DBA), which uses data drawn from search patterns and social media conversations to provide insights on brand health and marketing campaign performance.
DBA uses changes in online behavior to give advertisers real-time feedback on the in-market performance of specific campaigns. The tool also monitors the long-term health of brands through changing trends in interest and opinion over time, and can identify when brands are over- or underperforming versus expectations or the category. MB says this will give marketers and business managers access to consistent metrics that enable them to optimize campaigns and feed long-term strategic decisions.
Initially available in more than 30 countries, DBA can be a stand-alone tool or integrated into a company's core brand tracking solution.
Sarah Walker (pictured), Global Lead for the new service, comments: 'While social media and search offer the potential to understand consumer behavior and perceptions on an unprecedented scale, the sheer volume of data generated can be overwhelming, with the result that marketers often struggle to derive value from it. DBA will help businesses to manage their brands 24/7 by being more insightful, more affordable and more actionable'.
Web site: www.millwardbrown.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas.