Real-time capture of consumer brand encounters for 360° media optimization and consumer insights
Walter J. Carl
A basic problem for brand marketers is to understand when consumers notice their brands and how these encounters contribute to purchase. Past approaches to solving this problem focus on what marketing spend or impressions are purchased rather than what consumers actually notice (purchased impressions vs. actual impressions), record a limited set of encounters, and rely on data recalled weeks or months after the actual encounter rather than at the moment of encounter. Additionally, results are rarely available to help marketers actually inform the next budget cycle's planning or optimization in real-time. A better solution provides validated data captured in real-time for any type of consumer brand encounter, based on what consumers actually experience, within a competitive set of brands, to offer insight, optimization, and data inputs for time-series modeling.