The service, launched earlier this year, blends Nielsen’s BuzzMetrics buzz tracking tool with McKinsey’s strengths in sales and marketing consultancy to use social media intelligence to measure and improve sales, marketing and customer service experience.

Nielsen’s president for India Piyush Mather (pictured) said: “Social media is a fast-developing platform for consumer opinion and can emerge as an ocean of insight for brands that care to listen. NM Incite aims to help marketers understand this media better and leverage it for growth.”