Gauging campaign performance is about to get a lot more interesting. In a game-changing strategic partnership, comScore, the trusted digital measurement go-to is embarking on a strategic partnership with Buddy Media, Inc., the social software giant.
The ambition of the arm-linking is to help agencies and brands better assess the fruitfulness of their social-marketing programs in order to maximize the value those projects bring.
Clients of the joint venture will have the Buddy Media social suite as well as comScore measurement capabilities at their disposal, so they will be able to analyze social media metrics (including reach, frequency, demographics, online behavior and benchmarking of competitive brands’ performance in the social arena).
Michael Lazerow, chief executive officer of Buddy Media, said in a press release:
Our partnership with comScore, the industry leader, enables us to provide an offering unlike anything else on the market. Buddy Media clients will continue to receive our analytics in the social marketing suite for free, but now have the option to purchase a premium product that integrates comScore’s best of breed web-wide measurement service.
In tune with the partnership, comScore data will be integrated into the Buddy Media product suite with the intention of furthering brands’ social media optimization and ability to measure performance.
Linda Abraham, chief marketing officer and executive vice president at comScore, said the company “is excited to join forces with Buddy Media to help brands gain the insights needed to design and improve their programs to deliver the greatest social marketing” return on investment.
Those who would like to learn more are invited to tune into an upcoming webinar co-hosted by Abraham and Lazerow, in which the two will share insights on how brands can optimize their social-marketing programs and track their progress on January 12, at 11:00 a.m. Eastern Standard, can register here.