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Y&R’s BAV Group, which was formed in May with the consolidation of business arms BAV Consulting, BAVLabs and BAV study, announced the launch of a new proprietary model called BAVSocial, developed in partnership with data partners including IBM Watson, Pulsar and Crimson Hexagon.
BAVSocial measures the longterm impact of social media on longterm brand performance in the marketplace by utilizing the BrandAsset Valuator, as well as “hundreds of social listening metrics,” according to a press release. The model is launching in North America and Europe before being rolled out globally as a creative and strategic tool for clients.
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