'Clickstream' Links TGI and Compete Data

Kantar Media TGI has launched a new service called 'TGI Clickstream', allowing marketers, communications agencies and media owners to gain a picture of web sites and sections visited by specific, 'complex' target groups of consumers.

TGI (Target Group Index), which was established in Britain in 1969, measures consumer product and brand consumption, attitudes and media usage. The studies are used by brand owners, agencies and media for a range of purposes including consumer profiling, brand positioning, identification of target audiences and media planning and buying.

The new service combines online consumer behaviour gathered from Kantar Media's Compete meter with detailed off-line consumer insight available through existing TGI studies. Users can measure the engagement of target consumer groups with individual web sites by examining a variety of metrics, including average number of visits, average time spent on site and average page views over a specific time period.

Richard Poustie (pictured), Head of Kantar Media TGI UK, comments: 'Online advertising has long suffered from a disconnect between the online behaviour of consumers and their offline lives. TGI Clickstream links in-depth online insight with TGI's breadth of consumer behaviour and attitude data, and will open up important new opportunities for communications agencies and media owners alike.'

Web site: www.kantarmedia.com and www.kantarmedia-tgigb.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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