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 intelligence.
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.
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