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.
The BAVSocial unit introduces four new metrics designed to “quantify a brand’s equity and influence in the social landscape” and extends such insights in the service of social marketing strategies designed to help brands in the longterm.
Kyle Boots will lead the unit as director of social analytics and insights, while reporting to BAV Group CEO Michael Sussman.
“In a sprawling online world of content, most traditional social listening passively pipelines data and stops there. With BAV’s robust data and our unique analytic approach, BAVSocial melds the social dynamics taking place today with a deep understanding of what it takes to build brands,” Sussman said in a statement. “Together, we can capture the full cultural power of a brand.”
“BAVSocial takes everything we know about a brand’s equity and links it to what we know about a brand in the social universe. Aligning BAV’s 24 years of data against the real-time flow of social engagement metrics enables our clients to be smarter, more creative and effective in how they engage with customers,” Boots added.