Effective Measure Launches Mobile Insight Tools

Digital audience profiling specialist Effective Measure has launched a tool called EM Mobile, to provide businesses with better understanding of their mobile users, and a mobile and tablet app through which clients can gain real-time access to their survey and campaign-related data.

The firm says EM Mobile will give advertisers insights into the demographic profile, behaviour and attitudes of mobile audiences, along with detailed analysis of their mobile campaigns. The tool also enables users to target their most 'valuable' audience segments.

The resulting data is available via the app, which allows clients to see real-time survey responses and manipulate and forward them directly from their device.

Group Director - Media Tony Eustace (pictured) says clients are getting 'a profound new data set'. He comments: 'Understanding the profile of the audience on mobile versus computer, as well as against their competitors, demonstrates the layers of rich data that will further fuel campaign innovation across all screens, providing unprecedented targeted marketing capabilities for the industry.'

Web site: www.effectivemeasure.com .