MB Digital Debuts Mobile Shopping Tools

Millward Brown Digital has introduced a suite of behavior-based mobile intelligence solutions, to provide new insights on how people use their mobile devices while shopping.

The new tools extend the firm's expertise in path-to-purchase intelligence - from how to reach consumers, to what advertising and messaging works across platforms, and now to how they buy using their mobile phones.

Features include 'Mobile Audience Profiles', offering insights into the attitudes and behavior of consumer segments on and across mobile devices; 'Mobile Path-to-Purchase Studies'; and 'Mobile Channel Effectiveness', which includes competitive benchmarking and category-specific insights into consumer interactions with mobile web sites and apps.

These solutions analyze the mobile behavior of a panel of US consumers, and break down mobile traffic from browsers versus apps, and smartphones versus tablets. The solutions integrate with Millward Brown Digital's existing PC-based behavioral intelligence and campaign effectiveness services to create what the firm describes as a 'complete two-screen picture' of consumer insights and marketing impact.

Stephen DiMarco (pictured), CMO and Chief Client Officer, says the tools will provide the most complete picture of PC and mobile consumer behavior and multi-screen marketing effectiveness, and comments: 'Mobile is simultaneously a top priority and a blind spot for virtually everyone in the marketing ecosystem.'

Web site: www.millwardbrown.com .