NM Incite, A Nielsen-McKinsey joint venture, launches in Middle East

The Nielsen Company (Nielsen) and McKinsey & Company (McKinsey) today announced the Middle East launch of NM Incite, a global joint venture between the two companies.

The joint venture has been created to help leading companies harness the power of social media intelligence to drive superior business performance. NM Incite gives companies the capabilities to better understand value and take advantage of the rich insights made possible by social media.

“This is an exciting time for businesses in the Middle East as NM Incite will help them incorporate social media insight and intelligence into their organizations, enabling them to leverage it for growth and take full advantage of what is possible,” said Brad Little, Head of NM Incite, EMEA. “The growing prevalence of digital data generated by the region’s consumers presents an extraordinary opportunity for companies to unlock the largely untapped business value of social media intelligence and to capitalize on its impacts.”

McKinsey will contribute client capability building and expertise in the areas of marketing and sales, organization, and service operations. McKinsey serves multiple clients and has developed proprietary knowledge and distinctive insights in areas such as digital marketing, marketing ROI, word-of-mouth marketing, and consumer purchase behaviour.

“As our clients’ needs evolve, so our firm continuously innovates in the way we work” said Dominic Barton, Global Managing Director of McKinsey. “Social media is an increasingly critical issue for business leaders and an area of untapped opportunity for many of our clients. This joint venture will equip institutions with real-time insights to help their leaders drive better results.”

NM Incite is headquartered in New York and is led by CEO Dave Hudson, previously Executive Vice President, Global Client Services of Nielsen’s Telecom Practice. Mr. Hudson brings more than 20 years of experience in operating and consulting roles, working with clients to leverage Nielsen data to improve business performance and drive growth.

NM Incite builds upon the industry-leading social media and online brand metrics, consumer insights, and real-time market intelligence of Nielsen BuzzMetrics to transform business operations, including product development, marketing, communications, and customer service.

NM Incite provides clients with a wide range of services across industry sectors and business functions, from standard one-off brand reporting to ongoing insight on products, customers, and company reputation to social media-informed business process reengineering strategies. The initial areas of focus are measuring and improving marketing effectiveness, product launch optimization, and customer service experience.