The new service ‘DLConnects: Social’ merges Cymfony’s social media dialogue analysis data with the results of Dynamic Logic’s AdIndex tool, which measures the brand impact of digital advertising.

Millward Brown said that by merging the two data sets advertisers would be able to quantify what effect a digital campaign has had on brand perceptions and see and understand what consumers are saying about a campaign on social media sites.

Cymfony’s general manager Richard Pasewark said: “Our partnership signals the overall shift occurring within the research industry towards synthesising several sources of data to create more comprehensive and valuable market insights. We’re excited by the work we are doing with Millward Brown and Dynamic Logic and the opportunities it will afford marketers.”

As well as the new product, Cymfony’s social media tracking data will be added to Dynamic Logic’s CrossMedia Research and Celebrity+Brand studies.