January 19, 2001, 12:00 AM

Yahoo launches a new market research tool to measure consumer interests and campaign effectiveness

Don Davis

Editor in Chief

Yahoo! Inc. a global Internet communications, commerce and media company today announced the launch of the Yahoo! Buzz Index, an interactive market research system developed by Yahoo! to measure public engagement with brands, products, people and technologies on the Internet. Part of Yahoo!'s Fusion Marketing suite of services, the Yahoo! Buzz Index is calculated each weekday and leverages the speed of the Internet by capturing trends nearly immediately, helping marketers to continually measure the effectiveness of their online and offline campaigns. By aggregating and ranking the search queries of Yahoo!'s 166 million monthly users, the Yahoo! Buzz Index provides insight into the interests of the world's largest connected audience. "Buzz" is a measure of engagement, which is calculated when users search for terms and products on Yahoo!. The Yahoo! Buzz Index allows marketers to measure and compare this engagement. Individual users and their searches remain anonymous.

Clients using the Yahoo! Buzz Index as part of their comprehensive Yahoo! Fusion Marketing programs include Pepsi and Barnes & Noble.com. Through the Yahoo! Buzz Index, these companies are able to gather information about consumer interest in their products, as well as track growth trends and identify potential merchandising and promotional opportunities.

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