New @Quividi / Dianalytics Solution
Russ Curry, Ministry of New Media
Dialogica SRL, a retail and media consulting company, and Quividi, the leading real-time audience measurement platform (Quividi now has over 200 customers in 45 countries), announced this week that they are further combining their strengths in order to create a new range of insightful audience and efficiency metrics, for the Retail and Digital Signage markets.
Dialogica based in Milan, Italy offers consulting services which combines in-store traffic, audience, advertising planning and sales data, in order to unearth trends, understand what sells best and ultimately optimise marketing efficiency in store. It was founded in 1996 by Pr. Matteo Testori, a former marketing executive at several global CPG companies and professor of marketing at the Università Cattolica in Milan.
Whilst Dialogica and Quividi have been working together closely since 2008, delivering visual efficiency insights to leading companies such as Grandi Stazioni, Coca-Cola, Perfetti, Mondadori, Tag Heuer, Skoda, Autogrill, Bennet, Zuegg, Armani they are now planning to build on this expertise and offer a new cloud service.
Dialogica and Quividi’s stated ambition is to streamline the production of these metrics and turn them into a new set of KPIs that will make communication in store and in public places more measurable, comparable and efficient.
In February 2014, Dialogica introduced Dianalytics™, a web-based platform which sits on top of Quividi’s data warehouse. Dianalytics introduces a series of new ratios such as the attraction, the attention and the relevance indexes that allow meaningful benchmark of stores or locations.
Dianalytics uses a statistical modelling which estimates the frequency of contacts of visitors with a point of interest, thus making it possible to compute net impressions, GRP and Digital Rating points. These new KPIs apply to in-store marketing, as well as to digital signage and the more traditional media.
“After six years of successful partnership with Quividi … we have developed a real innovation, providing our clients with a complete set of ratios, analytics and insights. For the first time on the market, it is possible to have in real time, continuous insights on shopper behavior and the effectiveness of advertising and creativity. The data from Quividi and the insight of Dianalytics™ open a new era in marketing, media planning and advertising” declares Matteo Testori, Dialogica’s CEO.
“Brands have always struggled to measure the efficiency of their marketing in the last three feet to purchase. Our solution combined with Dianalytics brings a unique, reliable and affordable solution to address these needs, which we’ll strive to make mainstream” says Olivier Duizabo, Quividi’s CEO.
The joint Quividi/Dianalytics™ solution can be supplied either from Quividi or Dialogica.
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