NEWS28 June 2013
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UK — Holden Research, the new business from Holden Pearmain co-founder David Holden, has partnered with Dutch firm Wakoopa to launch a new service to assess the impact of multi-channel marketing.
The service is built on a panel of 5,000 consumers who have each installed a Wakoopa app on their laptops or PCs, through which Holden Research is able to track internet activity and exposure to ads.
In addition, Holden says: “We interview them every month to cover off all of their offline purchases and journeys. By combining the two datasets we have a 360-degree view of the dynamics and structure of the consumer market.”
Clients using the service so far include companies involved in mobile telephony, retail and gambling.
“Consumer use a mix of channels – researching online and shopping offline, and vice-versa,” explains Holden. “Some might research in-store and online, but then transact by telephone. Our service captures all of these interactions, enabling clients to see through the complex multi-channel behaviour of their customers and competitor customers.”
The results of the research can be used by companies to optimise their multi-channel marketing through changes to content, design and media plans, says Holden.
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