Both BuzzMetrics and Intelliseek possess powerful technologies that mine publicly archived online sources, including blogs and discussion forums, to collect and transform large volumes of unaided conversations into actionable consumer insights.
BuzzMetrics now will operate under the name Nielsen BuzzMetrics, with headquarters in New York and financial backing from VNU, which holds more than 50 percent ownership of the company.
"The expansion of our measurement experience and leadership into consumer-generated media is an important evolution for VNU at a time when marketers are struggling to fully understand the consequences of consumer control," VNU Executive Vice President Susan Whiting said. "The addition of Nielsen BuzzMetrics to our services will enable us to better understand what consumers say, spread and share, in addition to what they watch, listen to and read."
The new combined company will build on its leading search and text-based analytics to help marketers develop more effective marketing strategies, gain new consumer insights, and enhance their relationship marketing and corporate reputation. The new company also will continue its research and development activities to measure the next generation of media technologies by which consumers create and share information, including audio and video.
The deal marks the third in a series of word-of-mouth research investments supported by VNU. In February 2005, VNU acquired an equity interest in Israeli-based Trendum, a leader in media and linguistic analysis technologies. In September 2005, Trendum acquired BuzzMetrics, and the new company adopted the BuzzMetrics name.
"We know from experience that marketers are using consumer-generated media to make better, smarter, and more profitable business decisions," former Intelliseek President and CEO Mike Nazzaro explained. "This deal will help us scale much more quickly, leverage the experience and expertise of Nielsen, and expand our client insights, analysis and recommendations."
Consumer-generated media – a term created by Intelliseek – describes a variety of new influential sources of online content, including blogs, public message boards, product feedback sites and direct company feedback. The Pew Internet and American Life Project reports that nearly half of adult Internet users use the Internet to publish their thoughts, respond to others, post pictures, share files and otherwise contribute to the explosion of content available online.
"The Nielsen BuzzMetrics service will set a new standard in helping executives strategically leverage the buzz surrounding their brands and compete more effectively in today's rapidly changing world of consumer marketing," BuzzMetrics Chairman Itzhak Fisher said.
