Who’s got a bead on the social drinking scene?
Probably Nielsen and BARTRENDr, a data analytics and social network company focused on the beverage alcohol industry, which have just announced a “strategic alliance.”
“As a leader in the beverage alcohol category, with the most comprehensive measurement and analytic capabilities, Nielsen continues to build its service roster with the launch of Nielsen Bar Moments,” reports Nielsen. “Together with BARTRENDr, Nielsen will expand its analytical arsenal with real time mobile insights, helping clients better understand consumer behavior, preferences and choices through analysis of real conversations among beverage alcohol consumers, at bars and social gatherings of all types across the country.”
Nielsen Bar Moments will have the added data from BARTRENDr’s rich info from its active online community. That captures more than 1.5 million monthly engagements from recurring users.
“This opt-in community consists of adults who are digitally savvy social media users, and who regularly connect, chat and share details of their night out with others,” explains Nielsen. “Through BARTRENDr, real time and trending topics from around the bar and social scene are captured anywhere in the country, whether that scene is at home, on a couch with friends or at a physical bar establishment, outside of the home.”
Best of all, Nielsen will have a new ability to evaluate drinking related discourse and validate the impact of marketing/merchandising programs on real consumers.
“There are very few things more inherently ‘social’ than what happens at drinking occasions around a bar, whether that ‘bar’ is physically down the street or virtually in the comfort of a consumer’s home,” said Danny Brager, SVP of Nielsen’s Beverage Alcohol practice. “Word of mouth can have an incredibly powerful impact on consumer behavior, and BARTRENDr is uniquely positioned to capture what is being said, when it is said. Nielsen now leads the industry with the most comprehensive beverage/alcohol offering across measurement and analytics. We are now able to provide our clients with real-time data and diagnose discussions at a very granular level.”