Bazaarvoice, Nielsen team up on consumer marketing

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Social commerce firm Bazaarvoice and audience measurement company Nielsen signed a data sharing agreement on April 15. The deal will let both companies' clients compare user reviews and consumer behavior.

All consumer-generated ratings and reviews collected by Bazaarvoice will be funneled into Nielsen MyBuzzMetrics, a social media monitoring platform. Clients can then analyze the data through a customizable dashboard and view customer reports.

“We began to see the need across our client base for a capability to help clients get more out of the data that we are helping them capture,” said Brant Barton, co-founder and chief innovation officer at Bazaarvoice. “We are seeing a need for the capability for social listening.”

A brand marketer can use MyBuzzMetrics to measure consumer reviews of a newly launched product or service. Marketers can also compare online reviews on their sites to conversations on other social media platforms.

“There is a huge opportunity for retailers and manufacturers to radically transform their business through listening to feedback,” added Barton.

Last September, Nielsen signed a strategic alliance with Facebook. The deal produced a tool called BrandLift, which polls Facebook users via opt-in surveys to measure consumer attitudes and purchase intent on the social network. Fast-food chain Chick-fil-A used the platform in its test stage.

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