Gravitas
comes to the blogosphere. This afternoon VNU announced the creation of Nielsen BuzzMetrics, a combination of BuzzMetrics
and Intelliseek under the Nielsen portfolio of brands.
BuzzMetrics
and Intelliseek provide Fortune 1,000 companies with research on relevant
consumer behaviors and conversations in the blogosphere. They claim to collect
and transform large volumes of unaided conversations into actionable consumer
insights.
"We
know from experience that marketers are using CGM to make better, smarter, and
more profitable business decisions, from marketing effectiveness to crisis
management," said Mike Nazzaro, president and CEO of Intelliseek, who will
become president and COO of the new BuzzMetrics. "This deal will help us
scale much more quickly, leverage the experience and expertise of Nielsen, and
expand our client insights, analysis and recommendations."
The deal
also indicates the critical importance of Consumer Generated Media as an element
of the marketing process. As Fred Wilson
says, “Nielsen is a major player in marketing research and data and they have
embraced the idea of user generated content/feedback as a business opportunity.” They also may have embraced the notion that
traditional media models are going the way of the dinosaur, and they needed to do
something to shift their business focus to better align with consumer
preferences and the realties of the market.
Maybe Jeff
Jarvis is right, maybe blogs are ready for Prime Time. Better yet, maybe Anytime, My Time is finally replacing
Prime Time.
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