NEW YORK: Research firm Biz360 has entered an alliance with pollster Roper Public Affairs that will allow it to query consumers about clients' messages and add that data to its market intelligence.
Roper Public Affairs' Newsflow measures the reach and impact of communications efforts through NOP World's weekly OmniTel surveys. As a result of the alliance, the survey will be integrated into Biz360's market intelligence application, Market360, and called Market360 Newsflow.
This Biz360 product provides more integrated information that can help both departments work together, Biz360 CMO You Mon Tsang said.
He added: "Having communications and marketing working together is a long-term goal, and the silos that the departments live in have to be broken down."
Biz360 said the new offering will help CMOs determine whether a company's message was achieved, based on both media and consumer measurement. The alliance also allows CMOs to determine how communications programs fit in a company's marketing mix.
"Getting your story out in the media is an important measure, but it's a proxy to whether or not you got the message to the consumer," Tsang said.
He added: "Instead of just measuring what you did [in the media], you can give the CMO information as to how their brands are being used by the end user."
Market360 analyzes over 50,000 sources of print, online, and broadcast news content from 16 content service providers covering four major world regions. Customers include AstraZeneca, Harley-Davidson Motor Company, Sun Microsystems, and Verizon Services Group.
Biz360 also said it had reached partnerships with Moreover Technologies, a provider of aggregated current awareness and business information, and LexisNexis, a provider of legal, news, and business information services. Joint customers of LexisNexis and Market360 will be able to have access to more than 13,000 news and business sources in LexisNexis' account through Market360. Market360 also announced partnerships with Asia Pulse, Press Index, Reporte Informativo and Critical Mention, bringing its partner total to 16 firms.