Dynamic Logic is
partnering with buzz-tracking firm Cymfony to incorporate social media feedback into its flagship AdIndex brand metrics platform.
AdIndex measures online branding impact using traditional
gauges such as awareness levels, purchase intent, message association and recall via opt-in surveys, which are then delivered in aggregate reports. Through the Cymfony deal, Dynamic Logic will combine
those established metrics with analysis of discussion about brands across social networks, blogs and messaging forums.
"With the explosion of social media channels, we now have a powerful way to
understand a brand organically, ethnographically and qualitatively," said Ann Green, senior vice president of marketing solutions at Millward Brown, parent of Dynamic Logic. "Our partnership with
Cymfony will allow us to leverage social media measurement to arrive at holistic insights that can truly drive our clients' businesses forward."
Under their agreement, Dynamic Logic will also
offer Cymfony's social media monitoring as part of its CrossMedia Research service and its Celebrity+Brand studies.
In one recent case study, Dynamic Logic said consumer sentiment data from
Cymfony helped show that a major product change by a personal care brand was well-received by users. That feedback led to the conclusion that a cross-marketing campaign that failed to boost awareness
of the revamped product likely didn't have to do with the product itself.
The Cymfony partnership is the latest Dynamic Logic has forged recently to broaden and update its tools for measuring
brand impact online. Other recent alliances have included Web tracking firm Compete, EmSense, which applies physiological and brainwave measurement to marketing research, and enterprise market
research provider IRI.
Ali Rana, vice president of digital strategy at Dynamic Logic, announces the Cymfony partnership and presents a deep dive into
social data Tuesday at OMMA Social in San Francisco: