Meta and IPA Get Smart With Data
Meta, Kinetic Worldwide’s data consultancy division, has developed a bespoke visualisation tool TouchPoints Smart for the Institute of Practitioners in Advertising (IPA).
TouchPoints Smart enables TouchPoints subscribers to understand smart phone behaviour from how the use of apps changes across the day, to analysing how users fit in smart phone use alongside their everyday activities.
Belinda Beeftink, Deputy Research Director, IPA, said: “Meta has developed TouchPoints Smart for the IPA. It is a highly visual, user friendly, analytics tool designed to provide the IPA TouchPoint’s subscribers with in depth insight into smart phone users and their behaviour.
“This tool makes it easy for subscribers to quickly gain insight from a highly complex and extremely large data set. It brings the analysis to the user and means that access to the data is not limited to specialist analysts. The IPA is delighted with the result and we are looking forward to working with Meta on future analytics projects.”
The IPA’s TouchPoints Smart can now track previously unavailable data including: calls, texts, top apps and websites visited by mobile users and how these habits change over peak/off-peak times depending on frequency of visit and genre. It is also possible to analyse how use varies subject to the environment the user is in, for example, at home or outside of the home.
The IPA aims to make data and insight readily available to a broader range of users regardless of their analytical capability. This will provide the user with unique insight into how mobile use changes in relation to demographic groups. The tool will include dynamically updated summary charts based upon the audience selected, facilitating fast and comprehensive analytics on demand.
About The IPA
The IPA is the trade body and professional institute for 250 UK advertising and marketing agencies which together manage media and marketing budgets valued at over £30 billion per annum.
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