Roy Morgan signs up Effective Measure

Research house Roy Morgan is to use an analytics and research platform created by Effective Measure.

The announcement:

Roy Morgan Research has selected Effective Measure’s rich analytics and research platform, Insight, for use in their machine-based web audience data measurement system, which is an important part of Roy Morgan’s comprehensive, multi-mode research approach.

Effective Measure is a global leader in digital audience profiling and measurement and digital media planning solutions.

“Effective Measure has an established relationship with Roy Morgan Research and we are delighted to have been working together to develop the analytical tools that can assist Roy Morgan extend the power and depth of their research capabilities,” said Effective Measure Group Director – Media Michael Robertson.

The Australian-developed Insight product provides researchers with the cross platform tools to survey and analyse digital data sets with precision and depth.

“Roy Morgan is pleased to be working with Effective Measure on this joint venture that has resulted in the development of software to capture raw web audience data. Using Effective Measure’s Insight platform as part of our machine-based web audience measurement gives us better access to more detail on an extended range of websites,” said Roy Morgan Research’s General Manager of Media & Communications, George Pesutto.

Effective Measure is committed to developing world-class measurement products and research methodologies that extend the scope and reach of digital audience penetration.

“Our Australian-developed IP has already been embraced in emerging markets globally and we look forward to continuing that expansion locally,” said Effective Measure Group Director – Data Insights Tony Eustace.

Source: Effective Measure press release


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