Roy Morgan Adds Effective Measure's 'Insight'

Australian agency Roy Morgan Research has enhanced its machine-based web audience data measurement system with the integration of Effective Measure's analytics and research platform 'Insight'.

The firms first partnered in 2010, developing an Internet measurement methodology combining Roy Morgan's single source data with Effective Measure's patented tools addressing cookie deletion and audience over-estimation. The 'Insight' product gives researchers cross-platform tools with which to survey and analyse digital data sets with 'precision and depth'.

George Pesutto, Roy Morgan's General Manager of Media & Communications, says the joint venture has resulted in the development of software to capture 'raw' web audience data, and provide 'better access' and more detail on an extended range of web sites.

Effective Measure Group Director Michael Robertson (pictured) adds: 'We are delighted to have been working together to develop the analytical tools that can assist Roy Morgan extend the power and depth of its research capabilities.'

Web sites: www.roymorgan.com and www.effectivemeasure.com .