Connexity Enhances AudienceView

US marketing services company Connexity has enhanced its audience segmentation platform AudienceView, with a combination of online behaviour data collected by Hitwise and thousands of survey-based audience attributes from Simmons Research.

Previously known as Shopzilla, Connexity samples Internet behaviour to help brands and marketers find and target the most promising audiences on any device. The firm's Bizrate Insights division provides direct buyer feedback on consumers' online store experience; while Connexity's Hitwise combines user behavior with off-line lifestyle and life stage information.

AudienceView comprises a panel of nearly ten million US consumers and tracks behavior across twenty million web sites and 500 million search terms each month. The enhanced service now combines web site and search activity across desktop and mobile devices, together with purchase behavior and consumer attributes (including demographics, psychographics, media consumption and brand loyalty), to deliver both audience insights and competitive intelligence. Connexity says this will allow marketers to size and measure their audiences on a weekly basis and to a level not previously available.

Nigel Wilson (pictured), MD of Hitwise, which Connexity acquired in December, comments: 'We've elevated the research standard for measuring traffic from a flat count of how many visits a site receives, to a more sophisticated look at who those audiences are, what they like and where they can be found online, to ensure we can understand both the quality and quantity of online activity'.

Web site: www.connexity.com .

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