Millward Brown launches advanced analytics solution

Market research company Millward Brown has launched Digital Behavior Analytics (DBA), an advanced analytics solution.DBA aims to give businesses near real-time access to actionable insights on brand health and marketing campaign performance, using data from search patterns and social media conversations. The tool uses changes in online behaviors to give advertisers real-time feedback on the in-market performance of specific campaigns, allowing them to identify and act on emerging issues and opportunities.DBA also monitors long-term health of brands through changing trends in interest and opinion over time. It can identify when brands are over- or underperforming versus expectations or the category. These ‘always on’ analyses provide marketers and business managers with consistent metrics. It enables marketers to optimise campaigns and feed long-term strategic decisions.“While most companies monitor social and search data today, many do not have the confidence to use it in decision making,” said Sarah Walker, global lead for Digital Behavior Analytics at Millward Brown.“Our mission is to turn ‘big data’ into ‘better data’ through sophisticated analysis that can inform decisions. DBA will help businesses to manage their brands 24/7 by being more insightful, more affordable and more actionable.”