Digital analytics provider comScore and social media marketing software company Buddy Media have entered into a strategic partnership that aims to offer marketers a more quantifiable way to evaluate their social media efforts.
Buddy Media clients—which include magazines such as Cosmopolitan, Better Homes and Gardens, Golf Digest and New York—will continue to receive the company’s analytics for free, but with an option to purchase comScore-integrated metrics at a premium, including reach/frequency, demographics, online behavior and benchmarking of competitive brands in the social landscape.
“[Brands] have largely been designing their social marketing programs on faith, without the appropriate feedback loop to ensure their strategies are maximizing returns,” says comScore CMO and EVP Linda Abraham in a statement. This partnership, she says, will “help brands gain the insights needed to design and improve their programs to deliver the greatest social marketing ROI.”
This move is the latest in a series of comScore’s efforts to enhance its digital audience measurement capabilities. In August, comScore acquired AdXpose, a digital advertising analytics company, for $22 million in an effort to enhance its ad effectiveness metrics. In June, the company announced a partnership with magazine audience ratings provider GfK MRI to measure online media habits, print readership and product brand usage. In April, it announced its development of a new tool to measure usage on smartphones, apps, tablets and shared computers.