Toluna Integrates Passive Digital Behaviour Data

Online community and survey tech provider Toluna has integrated passive data-based Digital Tracking within its end-to-end real-time insights platform.

Digital Tracking feeds back data on mobile phone and Internet usage, and about consumers' path-to-purchase. Toluna is offering a single-source permission-based solution that passively collects individual traffic and online behaviors in real-time, including digital activities, media consumption and e-commerce activity at the SKU level. The service can be used alone, or in combination with other research methodologies, and Toluna says it 'becomes extremely powerful when used in conjunction with branded communities', answering questions such as 'Where does our target segment spend their time online?' and 'How does our digital service perform relative to competitors among them?'.

CEO Frederic-Charles Petit says the integration 'empowers consumer insights professionals to couple attitudinal and transactional data to deepen their insight, in real-time', adding: 'This is truly revolutionary, and clients have quickly seen the benefit'. VP Digital Products Tsahi Ben Yosef (pictured) comments: 'Our clients have been successfully leveraging Digital Tracking to learn more about their consumer's path to purchase, digital audience insights and even in-app competitive intelligence - we've found the applications are virtually limitless'.

Details are at www.toluna-group.com/products/digital-tracking .