MB and Dynamic Logic Track Facebook Fan Impact

Millward Brown's digital practice Dynamic Logic is working with its parent firm to launch FanIndex - a system for measuring the impact of brand pages across social media.

FanIndex provides quant measurement of Facebook fan page performance, along with diagnostics to help marketers optimize page content.

The system compares fan profiles with target audiences, explores fans motivations and measures the impact of fan page content on overall impressions of a brand, benchmarking core measures against norms. It can also be integrated with other fan page measures, such as numbers of likes and comments.

'With FanIndex, our analytic construct uses traditional attitudinal metrics, at the same time adjusting them for Facebook,' says Ali Rana, SVP and Head of Dynamic Logic's Emerging Media Lab. 'Marketers can now get deep diagnostic insights into fan motivations, their expectations and their resultant change in perceptions.'

Web sites: www.millwardbrown.com and www.dynamiclogic.com .