Engagement Labs which has created the eValue score has joined up with Macromeasures to form a business analytics and consumer insights giant. Clients will now be able to tap information important regarding social media and analytics to develop buyer personas suited to their products/ services. It will help in demographic segmentation in order to develop corporate strategy. Each firm will get a score to benchmark itself against more than a hundred thousand brands. KPIs will also be generated on social media responsiveness, impact and engagement success.