Nielsen and McKinsey formed a social media joint venture

According to the international press, research giant Nielsen has put its social media monitoring service BuzzMetrics into a joint venture with management consultants McKinsey, intending to “fuse social media” into client companies.

With headquarters in New York, the joint venture is called NM Incite and is led by Dave Hudson, previously executive vice-president, global client services, of Nielsen’s telecom practice, as chief executive.

The joint venture intends to have offerings for pilot clients in the autumn in areas such as measuring and improving marketing effectiveness, product-launch optimisation and customer service experience.

NM Incite will operate in United States, UK and other 13 markets.