A consumer’s thoughts, preferences, and desires can be determined through their search, browse, stream and surf online activity. In the history of marketing, there has never been a more direct, intimate, and current window to the soul of consumers than their online behavior.
In Asia, “online” means mobile, and therefore, the smartphone is the gateway to understanding the Asian consumer. Passive metering is the aggregation of this data for research and measurement purposes. Everything a consumer does on their phone leaves a digital trail and passive metering enables marketers to follow those trails by aggregating information about every website visited, app used, term searched, media streamed, influencer followed, and social media engaged with on monitored devices.
Harvesting Marketing Gold This information is pure gold to marketers, and, like gold, its allure has encouraged many mining methods. Some nefarious means have led to public relations fiascos that both enrage consumers and can lead to huge fines.
The brand-safe approach to harvesting this data is opt-in panels of consumers, who give very conscious consent to sharing this very personal data. But this approach can be expensive, difficult, and risky.
Unlocking Commercial Viability The key to achieving the consumer insights passive metering enables in a commercially viable way is to monitor large panels continuously, focus data harvesting on critical data only, syndicate the data streams to lower the costs for all clients, and enable each client to meet their unique needs through custom extras like surveys targeting the exact consumer profile or mobile behaviour of interest, measuring the reach and effectiveness of specific Internet, TV, radio or OOH advertisements, or collecting and adding metadata to pictures of products, places or life moments uploaded by participants.
Source : www.greenbook.org
