Bazaarvoice Opens Consumer Targeting Labs

Social media analytics specialist Bazaarvoice has launched an R&D center, which will use the firm's audience reach, social content and market data to develop new consumer targeting services.

The new 'Bazaarvoice Media Labs' will focus on creating products to help advertisers look beyond standard metrics such as impressions, clicks and interaction time, while identifying strategies that will increase campaign reach, and provide the greatest positive impact on the consumer's brand appreciation and intent to purchase.

Donnovan Andrews (pictured), VP in charge of the new center, comments: 'Understanding why consumers respond positively or negatively to advertising - and how that results in brand engagement and a purchase decision - is the missing link for many advertisers. We stand apart in our ability to harness the voice of the customer, giving us unparalleled opportunity to innovate and create advertising programs that provide enormous value to consumers as well as brands.'

Bazaarvoice has also announced that it has extended its Media business unit with the integration of audience targeting company Longboard Media, acquired last November in a deal worth approximately $26.9m in cash and around 0.5 million shares.

The Austin, Texas-based company, which recently promoted Stephen Collins to the role of Chief Executive Officer, succeeding Brett Hurt who has been named Vice Chairman of the Board of Directors, is online at: www.bazaarvoice.com .