Marketers are increasingly being asked to quantify the return on investment (ROI) of their marketing campaigns, and that's what Nielsen BuzzMetrics Marketing Effectiveness solution provides. It helps marketers, advertising and public relations professionals enhance the delivery and impact of marketing messages and programs with data that helps them better understand and target their customer(s)

In an era when consumers increasingly trust the recommendations of other consumers more than traditional advertising/marketing messages, today’s cutting-edge marketers need to supplement traditional media measurements with measurements that track and analyze the influence and activity of online consumers. On Internet forums, discussion sites, blogs, Usenet newsgroups and review/ratings sites, today’s Internet-savvy consumers are creating, sharing and relying on each other for information. About what to buy. What not to buy. About corporate and brand reputation issues and ongoing marketing campaigns.

Modern marketing demands that CGM measurement be built into campaigns and promotions so that marketers can be sure that they’re seeing the whole picture, getting the best return on their investments…and not vulnerable to surprises and disappointment.

Nielsen BuzzMetrics can help marketers address key challenges:

• Are you achieving fair returns on your advertising/marketing efforts?
• Are consumers recognizing and resonating your brand messages?
• Is your marketing message working or backfiring?
• Who is influencing online “buzz” about your brand?
• How are your marketing and advertising campaigns performing, as singular events, benchmarked against industry norms and tracked against your competition? 
• Are online marketing efforts transferring offline, and vice versa?
• Is your Web-site strategy helping or hurting efforts to build brand buzz and generate CGM?
• Are prospective customers discovering any significant, highly visible negative issues about your product, company or brand when they seek out information at influential online sources or search engines?
• Which specific key issues are generating and influencing buzz, and how can you leverage it for even more effective marketing success?
• Who are your most influential customers, where are they active? Can the identification of top online communities where your buzz is concentrated help you make better decisions about media spending, blog opportunities, influencer outreach and more?
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