Nielsen, McKinsey Target Social Media with NM Incite Joint Venture
Information and measurement company The Nielsen Co., best-known for its television ratings, will dive deeper into social media, teaming up with management-consulting firm McKinsey & Co. to form global joint venture NM Incite.
NM Incite will add to the social-media and online-brand metrics, consumer insights and real-time market intelligence of Nielsen BuzzMetrics, which will become part of the new JV. McKinsey will contribute its expertise in sales, marketing, organization, and service operations, in areas including digital marketing, marketing return on investment, word-of-mouth marketing, and consumer-purchase behavior.
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