Biz360
Forms Alliances with
Roper Public Affairs
and Unica to Arm CMOs
with Communications
Impact Data For Strategic
Management of Corporate
Reputations and Brands
Biz360 unites market intelligence, communications measurement and audience panel
data to provide CMOs
strategic weapon for
gaining market share
NEW YORK, NY — June 9, 2004 — CMO Council's Marketing Performance Measurement (MPM) Forum — Biz360® Inc.,
the industry leader
in global reputation
and brand analysis,
today announced
alliances with Roper
Public
Affairs, a top
ten global market
research
organization, and
Unica® Corporation,
a worldwide provider
of award-winning
Enterprise Marketing
Management
(EMM) solutions,
to create a unified
arsenal
for chief marketing
officers (CMOs)
to manage, promote
and
defend corporate
reputations and brands
in the
marketplace. These
alliances extend
the capabilities of
Biz360's
active market intelligence,
enabling CMOs to
quickly determine
whether
communications
activities have the
intended
impact on target
audiences and make
real-time
decisions about
the performance of
communications
programs within
the overall marketing
mix. The result
is
a strategic weapon
CMOs can use to
compete more effectively
for
industry leadership,
media mindshare
and market share.
CMOs have long faced challenges managing the communications function in the following areas:
- Determining communications impact in the market
- Understanding the value of communications programs within the marketing mix
- Measuring communications performance and market activity
- Monitoring essential news efficiently and in real time
Determining Communications Impact
Newsflow
from Roper Public
Affairs,
which
measures the
reach and impact
of strategic
communications
through NOP
World's weekly
OmniTel™ surveys,
will be integrated
into Biz360's
award-winning
market intelligence
application,
Market360®.
Market360 Newsflow,
powered by
Roper,
will help CMOs
determine whether
the company's
intended message
has effectively
reached
the target
audience by uniting
media
measurement
and audience measurement.
Market360 Newsflow
helps CMOs
quickly
determine the
impact
of communications
programs when
their intended
effects
are
most critical,
including re-branding
campaigns,
product launches,
crisis situations
and awareness
opportunities,
such as industry
events.
Understanding
the Value of
Communications
Programs within
the Marketing
Mix
Comparing
communications
performance to
other areas
of marketing has
traditionally been
difficult
because
of the challenges
of measuring
communications
on
a frequent
and
ongoing basis
and the manual
effort required
to integrate
data from disparate
marketing performance
applications.
To address
this problem,
Biz360 has
joined forces
with Unica
to make its active
market
intelligence
available to
CMOs through
Unica's
marketing resource
management
solution, Affinium™ Plan.
The result
is an
unprecedented
view of communications
performance
and impact in a
format easily
comparable
with
the results
of other marketing
activities.
CMOs
will gain unprecedented
insight into
the effectiveness
of communications
programs for
improved
resource allocation
and greater
overall marketing
effectiveness.
Measuring
Communications
Performance and
Marketing Activity
One
out of every
five of the Fortune
50 rely on
Market360's
active market
intelligence
to monitor and
measure the reputation
of
their company
and brands,
analyze
competitor
positioning,
uncover industry
trends and
issues and
discern analyst influence
in the marketplace.
Market360 is
the industry's
first
market intelligence
application
with
continuously
updated analytics.
Market360
combines next-generation
metrics, such as
Point-of-View Sentimentâ„¢,
with standard
measures, including
mindshare, reach,
prominence and
ad equivalency. Point-of-View
Sentiment automatically
rates the tone
of
each article in
Market360, based on
customer-defined
perspectives, for
each company, brand,
product or issue
Market360 is customized
to track.
The result is up-to-the-minute
insight into the
market's perception
of a specific
competitive landscape,
providing CMOs
with the active market
intelligence they
need to maintain
market
leadership.
Monitoring
for current awareness
Staying
on top of the
most critical
news, as it
makes headlines, without
succumbing
to
information
overload is a challenge
encountered
by
many executives,
not just
CMOs. Market360
offers customized
reports,
as frequently
as the news
happens. Executives
can choose
the
companies,
products, trends or
issues they
wish
to monitor
and refine results
as
often
as
necessary by
numerous filters,
including
prominence
of subject, tone
of article, level
of influence
in marketplace,
industry, region
and
customized
publication list.
"Biz360
has taken a leadership
role in helping CMOs
strategically manage
the reputation of
their company and
brands by automating
communications impact
measurement and alleviating
the burden of comparing
the value of the communications
spend to other marketing
programs," said Bud
Michael, president
and chief executive
officer of Biz360.
"We're committed to
meeting the needs
of our CMO clients
by continuing to form
alliances with industry-leading
companies, such as
Roper Public Affairs
and Unica, who can
contribute to our
mission of providing
the best application
service for managing
global reputations
and brands."
For
more information on
Biz360's alliance
with Unica, please
attend the MPM Forum
session titled "MPM
Solutions at Work."
You Mon Tsang, CMO
for Biz360, and Carol
Meyers, vice president
of marketing for Unica,
will address how new
technologies are helping
marketers quantify
marketing results.
About
Biz360, Inc.
Biz360 delivers media and market intelligence solutions to Global 2000 business
decision makers,
providing them
with a 360-degree
view of their marketplace.
The company gathers
and analyzes the
vast amount of
traditional and
social media about
an organization,
its brands, its
competitors and
its products to
deliver real-time
insights that help
our clients shape
market perception,
respond to competitive
threats, evaluate
trends and issues
and improve the
return on their
marketing investments.
Our
clients include
industry-leading,
global companies,
such as AAA, Aetna,
AstraZeneca and
Sun Microsystems.
Biz360 can be
reached
at 866.424.9360
or www.biz360.com.
About MPM Forum
The MPM Forum brings together CMO Council members, media and analysts during
a half-day program
at BusinessWeek's
offices in New
York. The MPM Forum
will feature a
review of benchmarking
best practices
by top technology
brands and highlights
from a comprehensive
CMO Council study
of global technology
marketers. In addition,
BusinessWeek will
present its findings
from a new survey
on how C-level
executives in finance,
operations, sales,
technology and
product development
view the value
of marketing. For
more information,
please visit http://www.cmocouncil.org/events.html.
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