Marketing Voices: Nielsen Buzzmetrics’ Pete Blackshaw
Given the Marketing Voices community requests, metrics for consumer-generated media and listening centered marketing are the core of my conversation with CMO of Nielsen Buzzmetrics, Peter Blackshaw. Metrics is the key challenge for all PodTech client companies, and especially for podcasting. Pete and I also talk about how the companies that will be successful are the ones developing both offensive and defensive radar for their customers. Nielsen is the leader in global measurement and it’s on the cutting edge of new ideas where they are establishing frameworks to give to marketers. Nielsen is just beginning to rank video, which is really in its infancy. Podcasting metrics are also elusive for them according to Pete, but they are working on it. Nielsen Buzzmetrics is the firm that helps companies promote and protect their brands through the measurement, analysis, and interpretation of CGM – or online word of mouth – across forums, message boards, social networking sites, direct company feedback, online communities and blogs.
Besides being CMO of Nielsen, Pete is a co-founder of the 2004 Word-of-Mouth Marketing Association (WOMMA). He is definitely one of the leaders of CGM marketing today and we’re very excited to get him on MVOICES again.