and the Association of Business-to-Business Agencies, or “abba
,” have announced that they’re formalizing their relationship through a so-called “Associate Membership” exchange. BPA said it’s only organization that audits circulation, traffic and attendance data for print, online and events media on a global basis. Abba is the U.K.-based Association of B2B Agencies.
Both nonprofit entities, the organizations are seeking to provide abba member agencies with access to the BPA’s library of circulation reports. Those members also will have access to media measurement tools and educational services that will guide them in their efforts for third party remote call monitoring.
In order for organizations to grow despite this down economy, they must be able to manage quality
effectively through third-party remote call monitoring, no matter how swift the growth. A failure to do so can quickly reverse that growth and replace it with a noticeable slump. BPA provides the tools to monitor quality performance in every aspect of the business.
Data sources that will be made available to abba agencies include circulation data on all print titles that are audited by the BPA. They will also have access to Web site traffic data and the BPA Interactive Audit service, utilizing Nielsen Online’s (News
) Site Census technology. These capabilities will allow them to address the growing market need to enable audited print circulations and audited Web site traffic data to be concurrently reported.
This is an important area of focus as no matter what these individual companies are doing in relation to the global economy. Even as print, online and events media companies are struggling, those organizations that must capture and track their customer interaction activities must do so in all economic climates. As a result, the liability recording market
continues to be a strong performer and ensures that agencies like abba have the resources they need.
“The prospect of putting our relationship with abba on a more official footing is very attractive to us,” said Stuart Wilkinson, BPA Worldwide’s managing director for EMEA, in a statement. “BPA is a globally recognized specialist in B2B media auditing and so a relationship with the leading community of B2B agency professionals in the UK, enabling us to offer increased support to planners and buyers on understanding audits and media metrics, will prove mutually beneficial.”
“Publisher members of BPA, who make serious investments in developing quality publishing systems, will be encouraged that a new avenue to communicate the detail and benefits of their audit data has opened in the UK market,” added Wilkinson.
According to John Stanton, chairperson of abba, the organization recognizes the valuable services that BPA provides. Abba acknowledges the great opportunity for its members to increase their understanding of media metrics and audits and provide more value to its clients needs through its association with the BPA.
The BPA works for the advancement of all valuable players, including those who are viewed as being impaired. The organization has found that those individuals who are visually impaired
actually demonstrate superior listening skills and therefore deliver significant value to the organization in their efforts to provide third party remote call monitoring activities.
As regulations continue to tighten around customer interactions and monitoring for quality remains an important initiative, the BPA maintains a solid footing in the industry. Now, all abba agencies will be able to access the information they need to ensure their activities stay within industry guidelines.
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Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Michael Dinan