REDWOOD SHORES, CA: Oracle has selected Biz360 to handle the company's media-measurement needs.
"We decided that we needed to consolidate services across the board because we needed more efficiency from our vendors," said Stacey Torman, director of corporate communications at Oracle. "This is the difference between media measurement and content aggregation. Agencies are able to pull together clips and run metrics. We were seeking one streamlined tool that could provide qualitative analysis, not just quantitative."
While Oracle will continue to work with other media-measurement firms on various projects, it said Biz360 can instantly analyze media not just for which reporters and publications are writing about Oracle, but also in what context.
"There will always be projects that require more human analysis," said Torman. "But with Biz360, their automated tools do 80% of the grunt work, and it's much more cost-effective than having a PR agency do that work. We're able to respond more quickly to what is being said about Oracle."
Oracle is working with Biz360, based in San Mateo, CA, to develop its media analysis to also include international media content.