Kantar Media combines web monitoring with survey data
The new service, Connect, aims to provide better understanding of online behaviour among audiences “that would be difficult to reach via traditional methods”. It will also allow publishers to look at how online behaviour is influenced by attitudes and offline factors.
“So much of the web monitoring data that our clients already collect could be working harder for them,” said Kantar Media director Charlie Gordon. “With Connect we match behavioural data to the opinions that drive it.”
By linking site-centric data with an online survey, Kantar says Connect is able to collect detailed behavioural information without relying on respondents to recall complex online journeys or sign up to off-putting tracking systems.
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