I’ve always wanted super powers – not the traditional lightning fast running or flying powers, but the power to see and understand what people really think, feel, and need. When I was younger, I always found interest in reactions, emotions and relationship – wishing that there was a better way to analyze and understand these things. In today’s world, we are eager to know what the rest of our society is seeing, doing, and thinking. The increase in audience measurement usage and tools of today’s day and age allows our society the ability to better observe, analyze, and understand individuals and audiences. For this reason, audience measurement has become a common solution in technology, advertising, and media.
Commonly referred to as metrics, audience measurement is a form of consumer intelligence that has grown with the development of the digital world. Audience metrics allows subscriber and viewer data to be accessed, analyzed, and interpreted by companies and brands. With audience metrics, these companies and brands can gain the ability to analyze and target their clients’ and consumers’ direct needs and desires, providing a better experience for both parties.
When companies use audience metrics to understand and accommodate their consumers more effectively, they are building a mutually beneficial and lasting relationship. Audience metrics plays a vital role in truly understanding consumer/customer trends, likes, desires, and needs (both digitally and physically). By using these analytics, companies are enhancing the consumer’s experience and creating the best possible relationship.
As more businesses grow to desire enhanced engagement and effective, accurate customer analysis, the world of audience measurement continues to grow with solutions like AdMobilize and SeeMetrix – both of which provide automated audience measurement via web based analytics.
It’s exciting to be able to innovate, enhance, and demonstrate different uses and solutions for audience metrics in the LitmusBox lab and with our experienced solution partners. Knowing that the work we are doing is allowing strong relationships to foster and deep understanding to form truly gives the role we and myself play, a greater purpose. I believe that audience measurement may very well be the initial phase of better understanding our society.
When I consider the total combination of experiences that individuals go through from physical to digital, it is clear that there will always be some interaction between the two, but the fact is that technology and digital experiences are taking over the way we engage and connect, from developing relationships to buying a pair of shoes or ordering produce. Instead of taking this realization and being afraid of the potential future of technology, I believe we should be learning ways to work with it and grow with it. This isn’t about creating barriers between physical and digital, this is about bringing the two together, and that’s what audience measurement is designed to do. If brands and retailers started to use audience measurement in daily encounters, I am certain that they will be able to analyze and restructure their businesses to enhance the overall satisfaction and quality. With audience measurement, people are able to better understand social interactions and desires – even if they aren’t Clark Kent by day and SuperMan by night.