New Analytics service uses the Big Data technology and intelligence to enhance the communications strategy

São Paulo, Oct. 1, 2015 – Burson-Marsteller Brazil, the global communications network firm that will celebrate 40 years of business in the country in 2016, today announced the launch of the Big Data Brand Audit, a new analytics service that explores the vast amount of data available on the Internet, supplementing traditional data resources, to support strategic planning, implementation and measurement in communications.

Every action or interaction on the Web leaves behind a trail that can be examined using Big Data analytics and technology. The Burson-Marsteller Big Data Brand Audit aims to gather and analyze millions of relevant pieces of data to build a complete map of brand performance versus its competitors, and clearly define the target audience based on their expressed or hidden actions and interests, likes and dislikes, geo-seeking behavior and interactions in social networks.

“We analyze data in the light of our clients’ strategy, goals, and business plans to provide meaningful and actionable insights that deliver a competitive advantage for a client,” says Cely Carmo Giraldes, Digital Strategist & Data-Driven Director of Burson-Marsteller Latin America. “Data analysis provides profound impact on messaging, corporate perception, branding, consumer and stakeholder engagement and issues management.

With a global network present in 110 countries across six continents, Burson-Marsteller has a long tradition of evidence-based communications rooted in opinion polling, data analysis, monitoring, research and media audits. “Big Data analysis has always been valuable to business, but now it has become an invaluable tool for strategic communications practitioners in helping them to target the right audience in the right place and right moment, in order to deliver measurable business results”, says Francisco Carvalho, CEO of Burson-Marsteller Brazil.

Burson-Marsteller Brazil is partnering with Num.Br for data capture and analysis.

About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 73 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. For more information, please visit www.burson-marsteller.com.

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