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Kantar Probes Reasons for Online Behaviour
WPP-owned Kantar Media has released 'Connect', a new solution that integrates a publisher's own web site metrics with survey data, to create a single-source database that links online behaviour to the attitudes that drive it.
Kantar Media offers a range of insights and audience measurement services through its global business sectors Intelligence, Audiences, TGI & Custom Solutions; and companies including Compete, Cymfony and SRDS Media Solutions.
Earlier this month, the division launched 'Foresight' - a predictive tool gauging consumers' likely reaction to newspapers introducing paywalls on their web sites.
The new 'Connect' platform provides an understanding of on-site behaviour among specific online audiences that the firm says would be difficult to reach via traditional methods. The service will also enable publishers to explore the impact of triggers and influences on the online populace, to help examine cross-platform interaction and its effects on audience engagement.
'So much of the web monitoring data that our clients already collect could be working harder for them,' explains Director Charlie Gordon. 'With Connect we match behavioural data to the opinions that drive it, and this allows us to understand the interaction between people and online properties in much greater detail.'
Web site: www.kantarmedia.com .
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