The service, a part of the Nielsen company, will provide marketers with information about digital consumers, guidance and analysis to translate the research into an actionable plan, according to a statement by the company. Much of the data will focus on the social media space.
Nielsen created the program after customer research showed more than one-third of its clients use BuzzMetrics services and sought consulting services for further analysis of the data. The research also implied greater interest in consumer-generated media at the C-suite and senior executive levels.
The new group will be led by Peter Blackshaw, Nielsen EVP.