Verto Analytics Launches Smart Poll to Combine Active Surveys with Passive Cross-Device Consumer Behavioral Measurement
Product Connects Consumers’ Cross-Device Activity and Usage to Their Attitudes, Intent and Loyalty
San Francisco, CA – JANUARY 26, 2017
Verto Analytics (http://vertoanalytics.com), the consumer-centric measurement company, announced the launch of Smart Poll, a first-of-its-kind product to combine survey research and passive cross-device metering. Smart Poll correlates surveys with digital behavioral data collected through passive metering from the Verto Smart Panel, an opt-in panel of global consumers, offering the ability to compare what consumers do with what they say. This combination of traditional market research and modern measurement technology offers brands, research companies, consulting agencies and publishers a clear picture of how consumers’ opinions and decisions correlate with their actual behavior. The product is available for Verto’s U.S. and UK customers now. Smart Poll has already been deployed and beta tested with brands including Breath UK, Universal Music, and YuMe among others.
While surveys and questionnaires can explain why consumers act a certain way or what they think and feel, they can’t quantify behavior accurately. Passive metering, on the other hand, offers a second-by-second account of cross-device consumer activity, whether intentional or unintentional, but does not measure the motivation or intent behind those actions. Consumers today are multitaskers—accessing screens and services simultaneously or stopping and starting usage multiple times during the day. In fact, Verto data shows that U.S. consumers unlock their devices 50 times per day and use at least two different apps simultaneously. For that reason, most consumers are unable to recall exact details about their behavior. Smart Poll provides more accurate data on the consumer journey, revealing exactly how and why consumers are spending time online, regardless of where the interactions are occurring.
“Whether you’re a brand, retailer or an app publisher, nothing is more critical than understanding exactly when, why and how your target consumers engage with your products and services and those of your competitors,” said Hannu Verkasalo, CEO of Verto Analytics. “That understanding comes through analyzing the cross-device behavior, demographics, intent, lifestyle and values of your target audience. With Smart Poll, that is exactly what you will get – razor sharp insights that you can turn into consumer actions.”
Verto’s patented, single-source measurement methodology is based on behavioral data gathered from an opt-in panel of consumers that own and use multiple devices. The Verto Smart App passively meters their activity across all the digital devices, services, and platforms they access on a 24/7 basis, quantifying every interaction and validating the time spent on various screens including:
- Demographics – Gender, age, education, ethnicity, marital status, employment status, region/state, household income and more
- Device ownership – Type, manufacturer, model
- Behaviors – Usage and time spent across apps, websites; content categories, location and more
The double opt-in nature of the panel gives Verto and its customers the ability to simply pinpoint the target group of consumers to survey. Survey results are then correlated to the digital activity to offer a holistic view of the consumer.
“Passive data can provide observational insights on the daily activity of today’s ‘liquid’ consumers, but only surveys can capture what these same consumers think about their experience, or what decisions they might take,” said Paul Neto, Research Industry Analyst. “Making existing passive measurement panels and bespoke surveys widely available to the industry is a great step, as it will make this type of research available to a larger number of customers than any customized projects or proprietary samples could ever do.”
With a deeper understanding of consumer behavior and motivations behind observed user behavior, Smart Poll helps companies deliver more effective campaigns to drive engagement, conversion and retention:
- An app developer could benchmark satisfaction ratings against behaviors to assess the correlation between low user satisfaction and high churn.
- A retailer can measure how specific shoppers use smartphones and PCs to browse and buy online and compare that to time spent in their store to learn how people discover, research and buy products.
- A brand marketer can assess whether a cross-device campaign resulted in purchase intent, awareness or product recall and can map those results to a target segment’s behaviors.
- An advertising platform can bundle deep profiling data, based on surveys, with behavioral profiles, to create more efficient algorithms and targeting models.
- A publisher can use Smart Poll to power a proprietary consumer segmentation model, and then analyze the behavioral characteristics or competitive cohorts of each segment.
Smart Poll is available immediately. Visit the product web page or contact the sales team to learn more. For a full review of Smart Poll features, join our webinar on Thursday, January 26 at 9:30am PT/12:30pm ET.
About Verto Analytics
Verto Analytics provides a consumer-centric audience measurement solution for monitoring the complex behavior of today’s consumer on every device, app and platform they use throughout the day. Verto provides data and insights to inform marketing, competitive intelligence, media buying, and product strategy and development. Backed by EQT Ventures, Conor Venture Partners and Open Ocean Capital, Verto is a privately held global company with offices in New York City, San Francisco, London and Helsinki, Finland. Read our blog, follow us on Twitter, or learn more at https://www.vertoanalytics.com.
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