Y&R’s BAV Group launches BAVSocial
31 October, 2017
New Model Connects Real-Time Social Media Analytics with BAV’s Global Brand Equity Data and Performance Insights
— Y&R’s BAV® Group
announced today the launch of BAVSocial™, a proprietary model that measures the influence of social media on long-term brand performance in the marketplace. The new model brings together hundreds of social listening metrics and links them with the BrandAsset ValuatorⓇ, a renowned brand model and expansive database of consumer brand perceptions. Kyle Boots will lead the unit as Director of Social Analytics and Insights, reporting to BAV Group CEO, Michael Sussman, PhD.
BAVSocial™ introduces four key social metrics that quantify a brand’s equity and influence in the social landscape. Just as BAV brand metrics are used to identify and manage brand challenges and opportunities, the BAVSocial model extends these insights to build social marketing strategies that lead to long-term brand health.
“In a sprawling online world of content, most traditional social listening passively pipelines data and stops there. With BAV’s robust data and our unique analytic approach, BAVSocial melds the social dynamics taking place today with a deep understanding of what it takes to build brands. Together, we can capture the full cultural power of a brand,” said Sussman.
The model measures real-time conversation and engagement across social communities; blogs; news; forums; and search patterns. BAVSocial was developed in partnership with data leaders including IBM Watson, Pulsar, and Crimson Hexagon, and employs advanced IBM Watson machine-learning algorithms to reduce noise and improve conversation targeting.
“BAVSocial takes everything we know about a brand’s equity and links it to what we know about a brand in the social universe. Aligning BAV’s 24 years of data against the real-time flow of social engagement metrics enables our clients to be smarter, more creative and effective in how they engage with customers,” said Boots.
The model will be rolled out globally as a strategic and creative tool for clients, launching first across North America and Europe.
ABOUT BAV GROUP
Y&R’s BAV Group is a global consultancy with expertise in consumer insights and brand marketing strategy. Using BrandAsset® Valuator, a proprietary brand management tool and global database of consumer perceptions of brands, BAV informs strategic and creative solutions that drive business results. Over 24 years, BAV has captured data and insights from more than 1.5 million consumers across 56,000 brands in 52 countries around the world, evaluating 72 brand image and equity dimensions that matter. Y&R’s BAV Group also produces the Best Countries report, an annual ranking and data analysis of 80 countries around the world, in partnership with US News and World Report and The Wharton School. Visit yr.com/bav
to learn more.
Y&R is one of the leading and most iconic global advertising agencies. We operate as a Global Boutique, connecting deep insights from local business needs and consumers with strategies and objectives that travel across borders. United by a global infrastructure and common tools and technology, all our clients have access to people and resources from everywhere in our network. Y&R has 189 offices in 93 countries around the world, with clients that include Bel Brands, Campbell’s Soup Company, Colgate-Palmolive, Danone, Dell, Telefonica and Xerox, among many others. Y&R is part of WPP (NASDAQ: WPPGY).