The Brand Association Map (BAM) is a new tool from BuzzMetrics which maps brand themes as derived from blogs, message boards, rating sites and other consumer-generated media. It allows marketers to see how their brand is perceived online.
"Marketers [can] reconcile intuition and beliefs about brands with how consumers really contextualize them," said Jerry Needel, senior vice president, Product Management, Nielsen BuzzMetrics. "This aids understanding of true brand health, and results in marketers asking the right questions and making better decisions."
By knowing how consumers relate to brands, marketers can better predict and change campaign outcomes.
The second tool for marketers will measure out-of-home television viewing. This includes viewing that takes place in offices, hotels and fitness clubs among other options. [ MORE ]
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