New York – Ratings firm Nielsen announced on Tuesday that it
has partnered with global management consulting firm McKinsey & Company, on a joint venture that aims to help companies harness social media
NM Incite will incorporate Nielsen’s existing BuzzMetrics
platform, while McKinsey will contribute marketing and sales support, along
with organization and service operations.
The venture, which is currently
working with select pilot clients, expects in the fall to offer services with
an initial focus on improving marketing effectiveness, product launch
optimization and customer service experience.
NM Incite will be headquartered
in New York
and led by Dave Hudson, formerly executive vice president of global client
services for Nielsen’s telecom practice.