Effective Measure unveils mobile survey and measurement solution
By Digital News Asia May 15, 2014
- Real-time research results available via new apps for iOS and Android
- Surveys can also be launched across all platforms, including Windows and BlackBerry
DIGITAL audience, brand and advertising effectiveness measurement provider Effective Measure (EM) has unveiled a new mobile offering it said was designed to provide businesses with deeper understanding of their growing mobile users.
The new EM Mobile offering provides audience profiles and survey capabilities across mobile users plus the ability to measure, evaluate and monitor the power of campaigns across all handsets and mobile devices, Effective Measure said in a statement.
The company also announced the availability of a new mobile and tablet ‘Effective Measure App’ which offers clients real-time accessibility to their survey and campaign related data.
As part of significant on-going investment into a growing product suite, Effective Measure has integrated a new HTML-based survey platform which will deliver the capability to launch surveys across all mobile devices, phones and tablets running on iOS, Android, Windows or Blackberry.
The EM mobile survey capability offers advertisers deep insights into the demographic profile, behaviours and attitudes of the mobile audience, Effective Measure claimed.
The solution also offers detailed analysis of mobile campaigns and the ability to target the most valuable audience using profiling and engagement tools.
By gaining specific device-led demographic insights, marketers can then prepare and deliver highly targeted, device matched communications which are funnelled to a finely tuned audience on whichever screen they may be on.
“Reliable mobile measurement has emerged as one of the most significant issues in digital advertising,” said Effective Measure group director of media, Tony Eustace.
“Supporting mobile functionality and campaign engagement insight in addition to integrating data seamlessly from all platforms and creating powerful new metrics is core to Effective Measure’s solution,” he added.
EM’s mobile survey data and custom research is now available via a mobile app which allows clients to see real-time survey responses and manipulate and forward them directly from their device. The Effective Measure App is available for download via the Apple and Google App stores.
“Every part of the customer journey produces valuable data and marketers that are able to get the most comprehensive analysis of that digital migration will be the ones that can create the most compelling campaigns and media strategies across all screen and platforms,” Eustace said.
The new Effective Measure mobile survey capabilities solve the complexities of scale and provide robust measurement tools to map out mobile campaign’s effectiveness and impact in relation to other channels, the company claimed.
Clients will be handed the tools to profile their mobile audience and compare it with both desktop audience exposure as well as competitor’s performance across these platforms.
Key metrics including unaided and aided awareness, brand recall, familiarity, impression, trial, influence, purchase likelihood and net advocacy scores are all available through the solution.
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