Growing Companies

Ever wonder why Apple’s iPhone generated so much buzz before its launch?
Or why a 30-second Super Bowl spot can be worth the $2.7 million it cost and more?
Measuring and harnessing the power of this ‘’consumer generated media,’’ or "buzz,'' is what Nielsen BuzzMetrics is all about.

Formed through the union of two Cincinnati companies, BuzzMetrics and Intelliseek, then acquired by ratings and information giant The Nielsen Co., BuzzMetrics virtually invented the measurement of online word-of-mouth and the interpretation and use of the buzz surrounding consumer products.

Using powerful programs that scour data from million of blogs, message boards, online communities and video sharing sites, BuzzMetrics analyzes the emotions and sentiments behind those postings and uses the information to deepen its insights into consumer behavior.

That knowledge is critical to a range of companies, because with the widespread popularity of the Internet, every consumer now has the power to be a critic or reporter, weighing in on the last movie they saw, book they read or restaurant where they dined. Every day, millions of opinions generated by regular people find their way onto blogs, discussion boards, review sites and newsgroups. This online buzz can have a big impact on the image and reputation of consumer products and ultimately on buying decisions.

“The buzz factor is often the final arbiter of success or failure of advertising,” explains Pete Blackshaw, executive VP of BuzzMetrics.  It was Cincinnatian Blackshaw’s Planet Feedback online consumer feedback service that eventually evolved into BuzzMetrics.

BuzzMetrics' roster of clients includes General Motors, Procter & Gamble, Toyota and Nokia.
Nielsen Online's BuzzMetrics
50 W. Rivercenter Blvd.
Covington, KY 41011
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