Millward Brown tool tracks media

Evaluation company Millward Brown Precis has launched a media analysis tool that tracks coverage of press releases on the web.

The product, precis:cubed, monitors news sites, weblogs and bulletin boards, presenting data on the volume and tone of messages as well as emerging trends, competitive activities, product areas and consumer opinion.

The product is designed to be used by PR professionals and marketers, according to Millward Brown Precis CEO Fergus Hampton.

‘You can enter a paragraph that summarises the release you have just sent out and it will monitor for anything that mentions it automatically,’ said Hampton. ‘It is useful for viral marketing.’

Hampton said the emergence of the internet as a research tool for consumers, before they purchase, made it an important media with which to track messages.

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