Digital media measurement firm Verto Analytics has launched a product called Audience Profiles, which promises publishers in the US and Europe data on consumer behavior, demographics and device usage, plus competitive insights all in one package.
Verto's single-source measurement methodology, based on behavioral data gathered from a panel of opt-in consumers that own and use multiple devices, measures from the point of consumer interaction across all platforms, media, content and devices. Services include the syndicated Cross-Media Watch; mobile / multi-screen consumer behavior measure App Watch; and SmartPoll, which combines opinion data from surveys with cross-device consumer behavioral data collected through passive metering.
The new Audience Profiles tool has been developed to help publishers quantify detailed cross-device engagement across apps and web sites, along with demographic and behavioral attributes such as retention, 'stickiness', deep app and property-level engagement, and usage-based segmentation. Using the tool, publishers are provided with a 'day-in-the-life' visualization of their audiences, showing the branded channels and properties they access during the day. In addition, the tool offers audience metrics for a client's main competitors, to help spot differences and identify and understand potential targets.
The firm, which is led by CEO Hannu Verkasalo (pictured), is online at: www.vertoanalytics.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.