Forrester Validates CGM & Brand Monitoring

Nielsen BuzzMetrics, my employer, was just featured in The Forrester Wave™: Brand Monitoring study, led by Peter Kim, senior analyst (who’s personal blog is here). While I disagree with the report’s inclusion of mainstream media clippings – versus pure measurement of consumer-generated media as a powerful lens into consumer insight, engagement and brand health – I believe, overall, it’s a thoughtful and thorough analysis of the competitive space in CGM measurement. Beyond my role at Nielsen BuzzMetrics and participation in the evaluation, Forrester’s report is an important validation for this burgeoning industry, which I’m very proud to be a part of.

Forrester’s promotional excerpt on its Web site says:

The power shift from media institutions to consumer communities means that marketers must track a diverse and growing range of influential voices. To find out how the emerging technology solutions that address this challenge stack up, Forrester evaluated leading brand monitoring vendors across 56 criteria. The results? Nielsen BuzzMetrics and Cymfony are market Leaders, thanks to their comprehensive technology platforms and extensive data source coverage. MotiveQuest — with the most services-focused and strategy-oriented offering — finishes as the leading Strong Performer. Biz360‘s focus on traditional PR monitoring services lands it as a midrange Strong Performer. Rounding out the Strong Performer category are Factiva, with its strong print orientation, and Umbria, which excels at speaker segmentation. Brandimensions falls into the Contender category, with targeted expertise in the automotive, entertainment, and pharmaceutical industries and an approach that relies heavily on human filtering.

I’m working with Forrester to be able to share more highlights publicly.

UPDATE: Peter Kim’s official Forrester Blog entry is here


Published by Max Kalehoff

Father, sailor and marketing executive.

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