GfK MRI and Keller Fay to Link WOM to Media Audiences

Magazine ratings provider GfK MRI and word-of-mouth consulting firm Keller Fay Group have combined data from their syndicated research databases to form a new product called TalkTrack/GfK MRI Data Fusion.

Keller Fay's TalkTrack panel measures word-of-mouth (WOM) in multuiple channels, online and off-line, to monitor the 'marketing-relevant attributes' of actual consumer conversations. Resulting data will be combined with GfK MRI's Survey of the American Consumer, which uses magazine audience measurement to provide insights into consumer behavior and motivations.

The new solution will allow clients to link category and brand conversations to specific media audiences, and also rank audiences based on engagement in product and brand WOM.

GfK MRI President & CEO Kathi Love says that many of her firm's clients are interested in how social influence and media work together, and this new product will help answer that need.

Brad Fay, COO of Keller Fay Group, adds: 'Every form of media - including TV, print, in-store, and online - has the potential to stimulate conversations. By connecting our WOM data to GfK MRI's Survey of the American Consumer, it is now possible to identify which media audiences are most likely to engage in conversations about their category and brands.'

The new product will be available by the end of this month.

Separately in May, cross-media analytics firm MarketShare partnered with Keller Fay to integrate WOM data into its analytics engine, in order to gain more detailed insights into the impact of off-line and online social networks within the marketing mix.

Web sites: www.gfkmri.com and www.kellerfay.com .