Toluna Launches Cross-Device Measure in China

Online community and survey tech provider Toluna has launched an online data collection solution in China, to analyze cross-device consumer behavioral data in real time.

Last year, Toluna expanded its respondent reach by 60% through its WeChat Mobile Survey applet. According to the firm, its latest technology allows businesses to monitor consumer habits from behavioral data on online daily routes, time spent on apps, most popular apps by usage, and more. The behavioral data capability, which provides raw data via an interactive dashboard or complete reports, is a permission-based tracking technology, with its app or browser extension allowing users to join the program across their various devices with one unique ID.

The solution also offers competitive benchmarking, to show how consumers are engaging with various brands, where brands are positioned in the market, and where their competitive advantages lie. For marketing and sales teams, the syndicated data compares year-on-year online behavior for analysis of marketing budgets and efforts, spotting upcoming behavior trends and adjusting SEO spend.

Ludovic Milet (pictured), MD of APAC, comments: 'The product is coming at a good time as Chinese consumers re-emerge from under the shadow of the coronavirus. As people resume their day-to-day routines, we can track search, web site, shopping cart and purchase activity for select retailers, businesses will have a complete story of a consumer's buying journey, which will be invaluable for sales and SEO campaigns. Tracking customers on a longitudinal timeframe allows us to understand the changes across life stages, marketplaces and attitudinal influences'.

Web site: www.tolunacorporate.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.