For Interactive Marketing Professionals

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	April 16, 2008 New Uses For Brand Monitoring by Peter Kim with Christine Spivey Overby, Emily Bowen	Average: 8  (4 ratings)

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Executive Summary

J.D. Power and Associates acquired brand monitoring firm Umbria, combining industry-focused consumer satisfaction and rankings with consumer-generated media (CGM) insights. The deal highlights the use of brand monitoring as a key input to formulating marketing, brand, and product strategy. Interactive marketers and social media strategists interested in using brand monitoring must choose a tool based on business objectives, recognizing that the market now addresses three distinct applications: 1) mining customer insight to formulate strategy; 2) quantifying social media to compare with other metrics; and 3) identifying influencers in order to participate in online conversations.

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