TNS Media Intelligence Acquires Cymfony
You may have read recently that media analysis firm Cymfony was acquired by TNS Media Intelligence. On the heels of Nielsen’s acquisition of BuzzMetrics/Intelliseek last year and Forrester analyst Peter Kim’s recent report on the brand monitoring space, I believe this is further validation of our business and the growing need of companies to understand what their customers are saying about them, their competitors, their products and key trends driving the market. This event underscores the value that technology can bring to the rapidly changing environment of media analysis.
I agree with Peter Kim that the brand monitoring space is just starting to heat up. We are continuing to see the integration of traditional & social media analysis services with core marketing activities. Our partners, like LexisNexis®, are also seeing an increase in the rate of adoption.
Biz360 will continue developing powerful metrics that help our clients accurately measure both traditional and social media as well as the relative weights of the various influencers. Our recently announced MediaSignal™ for blogs extends our weighted-reach metric for traditional media to a collection to over 32 million blogs. Combined with our tone analysis offering, Point-of-View Sentiment®, which combines the best of human intelligence and automated technology, we’re able to provide clients with positive, neutral and negative impressions of their brands, spokespeople, messages, market issues, trends, etc. across print, online and broadcast news and social media.
As more companies adopt these services, I believe it is essential to be able to provide them with standardized metrics that can be applied across a variety of media types. Accurate and broad measurement of media coverage and tone analysis across traditional and social media formats is essential to the rapid adoption of brand analysis and monitoring services. It is also important that the metrics be easily comparable to other marketing metrics.
Recently, we brought on a new CMO, Tony Priore, to pave the way for more exciting product announcements this year. What kind of announcements? You’ll have to wait and see, but you can be sure we’ll make good use of our existing assets and continue to stay focused on increasing the efficiency of market intelligence.
Our experience shows that the line between what is traditional and what is social media will only become more confusing in the future. We are here to assist our clients in decoding this ever changing world of media.
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