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African Media Tracker Launched
Cape Town-based MR and strategy company Dashboard Market Intelligence has announced a partnership with advertising and media expert Dave Kelly to launch Pinpoint, which promises accurate and up-to-date tracking of media consumption for the African continent.
 The partners plan on expanding Pinpoint - which measures everything from television and radio consumers to social media and Internet usage - to Nigeria, Tanzania, Angola and Uganda.
Pinpoint explores psychographic and attitudinal consumer mindsets and examines product and service preferences with the help of mobile and GPS technology - and makes data available within two weeks. Sample results from a study in Ghana suggest that nearly 35% of the country's urban population use mobile phones to access the Internet, but also that 59% of the population does not access the Internet at all.
According to Kelly, 'typically much media data is only available months after the research, making it more of a rear view mirror than a current dashboard. Media planners need timely, accurate, rich data to make truly useful decisions.'
Web site: www.dashboard.co.za .
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