Environics Launches Canadian Consumer Tool

Canadian marketing services and data firm Environics Analytics (EA) has partnered with consumer and audience insights company Vividata to launch a database called Opticks Digital, designed to provide a multi-channel view of the online Canadian consumer.

Acquired by Bell Canada in 2020, EA helps clients with consumer profiling and segmentation, multichannel media planning and execution, trade area analysis, merchandising strategies and decisions on site location. The firm's new Opticks Digital uses privacy-compliant data collected by Vividata to enable users to analyze web and app behavior linked to more than 500 variables from Vividata's SCC (Study of the Canadian Consumer).

Specifically, the solution is able to measure more than 1,100 apps and web sites, linking online activity to consumer segments to uncover insight for local marketing, tailored messaging and media planning. All EA Opticks databases are delivered at the segment and postal code level, which means the analysis can be conducted for custom audiences - even down to local trade areas - and marketers will also be able to view usage patterns through EA's PRIZM segmentation.

Jan Kestle (pictured), President and founder of EA, comments: 'We are proud of our long-standing relationship with Vividata and very much appreciate the quality of their data. Combining Vividata's SCC/Digital with EA's segmentation and demographic capabilities to create Opticks Digital means that organizations will now have the insights they need to make local, data-driven decision-making and, ultimately, better serve their customers'.

Web sites: www.environicsanalytics.com and www.vividata.ca .