Bazaarvoice Launches Consumer-Generated Content Index

In the US, online conversation analyst Bazaarvoice has launched a study called the CGC Index, examining the business impact consumer-generated content (CGC) has on sales, return on investment, and long-term customer loyalty.

Bazaarvoice's network connects brands and retailers to feedback from people in a range of shopping locations. Each month, more than 700 million people use the network to view and share opinions, questions and experience about tens of millions of products.

The new Index draws on data from 45.6 billion product page views, with benchmarks derived from client data across more than 2,000 Bazaarvoice brand and retail sites, analysis spanning 127 million transactions, and 36.4 million pieces of consumer-generated content. It is complemented by qualitative insights gleaned from a corresponding client survey on the value of CGC. According to feedback from the inaugural study, 50% of retailers and 91% of brands plan to increase their use of CGC in the next twelve months.

Sara Spivey (pictured), Chief Marketing Officer, comments: 'We created the CGC Index to enable businesses to see how brands and retailers use CGC, so that they can better understand how to incorporate it in a meaningful way. The research proves beyond a doubt that CGC has evolved beyond a marketing tool to a true business imperative for brands and retailers that are placing more focus - and consequently, marketing spend - on consumer content'.

Web site: www.bazaarvoice.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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