Symphony Advanced Media Expands Analytics Capabilities to Quantify Effect of Traditional Advertising on Social Media Activity

Symphony Advanced Media (SAM), a provider of strategic insights on cross-media advertising, has launched enhanced media performance analysis by incorporating and accurately quantifying the impact of traditional advertising such as print, television, radio and outdoor on social media activity surrounding a brand. By integrating wide-ranging multi-platform media data with social ‘Big Data’ from different sources, SAM now provides advertisers more powerful predictive analytics and insights into how traditional advertising influences social media buzz and how that buzz, in turn, impacts sales.

“Our clients are using an expanding range of traditional and digital media outlets as part of their advertising strategy. While advertisers usually have a very high degree of control over their media strategy, social presents a challenge. One of the biggest concerns our clients have is better understanding how to influence and leverage social media discussions, and how those discussions ultimately impact sales,” said SAM President and CEO Manish Bhatia. “We’ve expanded SAM’s insights by incorporating data about this critical and growing component of consumer behavior—social media—and can now provide our clients with a more complete picture on media strategy, consumer attitudes, online buzz and sales.”

Recent SAM analysis of integrated media data from a large financial services organization revealed that traditional media advertising resulted in a 15% increase in social media activity surrounding the brand. The analysis can be done by incorporating a variety of data sources that a particular advertiser or media company may have access to. This analysis was performed using a combination of SAM’s data assets and analytical capabilities in conjunction with data provided by social data provider Salorix.

“Agencies and brands are increasingly looking to tie consumers’ social behavior to actions, and providing a link between these two is crucial for the growth of social media as a marketing platform. Salorix is delighted to be a part of this groundbreaking study with Symphony Advanced Media,” said Salorix CEO Dr. Santanu Bhattacharya.

“With this modeling capability, CMOs, brand marketers and agencies can now better understand how traditional media generates social media buzz at key junctures of the consideration and purchase funnel. SAM’s analytics platform harmonizes large-scale data from any source to produce end-to-end insights on the performance of media spend and the resulting consumer purchase behavior,” noted SAM’s Chief Analytics Officer Haren Ghosh.

For more information about SAM, please contact us at info@symphonyam.com.

About Symphony Advanced Media

Symphony Advanced Media (SAM) enables clients to assess cross-platform advertising campaign performance, optimize channel strategies and drive increased target-consumer response. SAM’s solutions provide an integrated view of consumer media consumption, purchase behaviors and brand attitudes. SAM’s innovative analytic methods deliver rapid strategic insights on advertising performance across all media including online, TV, print and mobile, and identify opportunities for improved marketing ROI. Clients include leading global brand advertisers in the media, automotive, financial services, pharmaceutical, consumer packaged goods and telecom industries. SAM is part of Symphony Technology Group (STG), whose portfolio of companies includes Symphony IRI, Impact RX, Teleca and EYC. Learn more about SAM at www.symphonyam.com.

About Salorix, Inc.

Salorix works with the world’s largest brands and agencies to simplify and scale social media engagement. Salorix was founded in 2009 by digital media veterans with extensive backgrounds in large data, social media and real-time analytics experience garnered at AOL, Autonomy/Verity and, Yahoo! Inc. Salorix’s customers include brands, advertisers and publishers such as LinkedIn, Nielsen, Blue Shield of California, AARP, United Online, Interactive One, HP/ Palm, and agencies such as Mediacom, OMD and Universal McCann. Learn more at www.salorix.com.