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Home arrow Marketing Research News arrow Companies Latest Products arrow Marketing Sciences Unlimited launch tool to track online activity
Marketing Sciences Unlimited launch tool to track online activity PDF Print E-mail
Written by Marketing Sciences Unlimited   
16 Oct 2015

Marketing Sciences Unlimited and ICM Unlimited, both part of the Creston Group, are launching Reflected Life, a new panel providing continuous data on the digital footprint of the UK population. 

The tool uses passive metering technology installed on devices such as PCs, laptops, tablets and smart phones to collect data on the online activity of panel members, and will help brands to pinpoint when and how consumers are engaging digitally.  The tool records everything from search terms used to websites visited, while also monitoring social media activity, apps and the use of different features on the device in question.

Reflected Life will help brands understand what their customers do in the digital world.  It will help companies to understand how consumers use their own sites as well as those of competitors.  Beyond this, it places the customer’s journey in context, providing an integrated image of their life online and what else is influencing their purchasing decisions.  The tool is already being used by brands to improve search engine optimisation (SEO) and to monitor the success of online advertising.

Ian Ralph, director of Marketing Sciences Unlimited, comments: “Clients are excited by Reflected Life because, unlike most other web analytic tools, it is wholly consumer centric.  This means that we can link online behaviour to rich data about the individual, to place their actions online in context.  The use of passive metering – which runs unobtrusively in the background of devices – means that we can uncover actual behaviour rather than claimed behaviour.  This removes a major stumbling block for brands that might rely purely on surveys to get an idea of online activity – customers often cannot accurately recount what they’ve done or how they came to buy a product online.  Reflected Life means they won’t have to.”
 
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