Staff Reporters
Sep 14, 2010

Nielsen, McKinsey form global social media intelligence JV NM Incite

MUMBAI - The Nielsen Company (Nielsen) and McKinsey & Company (McKinsey) have formed global joint venture NM Incite to offer companies better social media intelligence in India.

Nielsen, McKinsey form global social media intelligence JV NM Incite

NM Incite gives companies the capability to better understand value and take advantage of the rich insights made possible by social media.

Piyush Mathur, president for India at The Nielsen Company, noted, "Social media in India is where search used to be three to four years back and brands who take early positions will definitely stand to gain."

Only 8 per cent of social media users in India have not read a product review in the last 12 months and 77 per cent have visited a product website after reading a review on a social media site.

"This gives an idea of how extensively the Indian user is interacting with brands online," added Mathur.

McKinsey will contribute client capability building and expertise in the areas of marketing and sales, organisation and service operations.

"Social media is increasingly becoming too powerful a marketing tool to ignore. This joint venture will help us in delivering to our clients the key to unlock the potential of social media," said Sahana Sarma, head sales and marketing practice at McKinsey & Company in India.

NM Incite is headquartered in New York and is led by Dave Hudson, previously executive VP for global client services of Nielsen's Telecom Practice. Hudson brings more than 20 years' experience in operating and consulting roles, working with clients to leverage Nielsen data to improve business performance and drive growth.

Source:
Campaign Asia

Related Articles

Just Published

7 hours ago

AI, copyright, and creativity: The fine line ...

With tech giants lobbying for AI training on copyrighted material and artists filing lawsuits to protect their work, adland faces the challenge of integrating AI while respecting copyright, originality, and the livelihoods of creators.

7 hours ago

Women to Watch 2024: Vivian Liu, DeVries Global

A PR veteran, Liu empowers the next generation in Taiwan by promoting fairness, authenticity, and industry excellence.

8 hours ago

A new campaign gives dignity to Vietnam's unsung heroes

This Labour Day, a powerful tribute by creative agency The Friday urges us to see the workers we pass by without a second thought. But does recognition go far enough?

9 hours ago

Amazon unveils first brand overhaul in 25 years, ...

The subtle design refresh spans over 50 sub-brands across categories like pharmacy, groceries, and on-demand streaming under a single brand umbrella.