ComScore has announced that its data will be integrated into Buddy Media’s social media management platform, according to an article published by New Media Age.

As a result of this deal, marketers using Buddy Media’s platform will be able to gain a greater level of understanding of the actions taken by potential customers on the Internet – thus allowing them to tailor social media marketing campaigns more effectively.

Managing director for Buddy Media in Europe, Luca Benini, commented on the forging of this new partnership.

He said: “Via ComScore we are now adding information in a form very familiar to marketing – reach and frequency. Providing reach and frequency to earned media will help show how it is a big part of the whole paid, earned and owned media mix.”

CMO and EVP at ComScore, Linda Abraham, stated that the inability to measure the success of social media had been a disadvantage in the past.

She revealed: “Brands and agencies understand the importance of social media marketing, but often cite the need for the right tools to implement their strategies and the right metrics to evaluate their effectiveness.

“They have largely been designed their social marketing programs on faith, without the appropriate feedback loop to ensure their strategies are maximising returns.”

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