InsightExpress Launches Real-time Campaign Measure

In the US, InsightExpress has launched LiveInsights, a real-time campaign measurement and optimization tool for brand marketers.

The tool has been previewed by NBC Universal as part of its Universal Advertising Platform (UAP) and is now being released more widely.

InsightExpress says with the growth of online brand advertising, 'more emphasis is being placed on the immediacy of brand measurement and campaign optimization'. To address this, LiveInsights measures, reports on and optimizes marketers' online brand activities in real time via a customized dashboard using Adobe Flash technology.

The company says LiveInsights 'never sacrifices quality for speed', and eliminates fundamental real-time reporting issues including the need for weighting, qualities which have impressed Stephanie Fried, Director, Digital Research at NBC Universal, who comments: 'We don't believe in sacrificing methodological rigor in exchange for speed. LiveInsights offers the best of both worlds.'

Jason Levin, VP, Director of Analytics at Carat, called the new service 'a major break-through in online brand studies' and added: 'The days of waiting for end of campaign results are over. By having on demand access to results, we can take immediate action mid campaign by making on the fly adjustments to achieve greater results.'

According to Marc Ryan, InsightExpress' SVP, Chief Research Officer, the tool is a 'natural extension' of the firm's business which 'will allow brand marketers to measure and optimize dynamically, similar to direct response advertising.' He adds: 'We are thrilled to see such enthusiasm from the marketplace.'

Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York and is online at www.insightexpress.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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