Borderless Access Launches Behavioral Profiling Option

Cross-Tab-owned emerging markets panel specialist Borderless Access has launched a behavioral profiling capability for its panelists across twenty countries, allowing it to target consumers on the basis of their brand usage and consumption patterns.

Founded over a decade ago, the company currently operates consumer, B2B, IT and niche audience panels across the healthcare, travel, automobile, finance and mobile segments. Last year, it launched panels in Poland, Chile, The Philippines, Nigeria, Colombia, New Zealand, Australia, Singapore and Thailand.

The new capability is powered by mobile and desktop app meters developed by a sister firm, mobile measurement specialist Informate, combined with Borderless Access' own apps on mobile, PC and social media properties. Using this multi-source passive metering, the solution captures multiple behavioral data streams from the firm's opt-in community.

SVP Dushyant Gupta (pictured) explains: 'This gives us an unprecedented advantage over traditional panel companies - first on improving community engagement ie, adding predictive capability on panel behavior. Secondly, we can screen and target using behavioral profiles with remarkable accuracy, and thirdly we can discover the truth behind responses as we can compare the behavioral data with the stated response'.

Web sites: www.borderlessaccess.com and www.informatemi.com .