To give brands insight into consumer opinion and behaviour online
Social commerce technology firm Bazaarvoice and Nielsen, a provider of media and consumer information and analytics, have entered into a strategic alliance to provide brands with deeper insight into consumer opinion and behaviour online.
The partnership will allow clients to automatically feed all consumer-generated ratings and reviews collected by Bazaarvoice into Nielsen My BuzzMetrics, where they can be analysed through the customisable dashboard.
The companies said that the relationship will provide clients with a new view of consumer opinions and the role they play throughout the purchase funnel, and in overall brand health.
The alliance will also enable clients to receive custom analytic reports, which include a client’s ratings and reviews data from Bazaarvoice as well as the ability to benchmark their data against other social media data harvested by Nielsen.
Mutual clients such as Costco and P&G can automatically feed all consumer-generated content through Bazaarvoice into Nielsen My BuzzMetrics to gain a complete view and understanding of consumers’ online behaviour, opinions, advocacy and experiences at each crucial stage of the purchase funnel and product lifecycle.
Brant Barton, chief innovation officer at Bazaarvoice, said: “With Bazaarvoice and Nielsen, two market leaders are working together to help brands tap the power of social media in a completely new fashion.
“The integration of on-site and off-site social media finally gives brands the 360-degree insight they need to address the big marketing questions of the day: Who are my most vocal and influential customers? Does their feedback represent a larger trend that product and marketing must address? Does a negative review or blog post indicate an emerging brand reputation threat that I can stop now?”