Starcom Mediavest unveiled yesterday its new research product called IntenTrack™ which aims to measure consumer intent and marketing accountability. The product will help in measuring the customers intent towards brands, their behavior during brand interactions and the factors that drive them towards certain brands.
Starcom aspires to become the leader in the consumer attention economy by taking the initiative to understand the consumer intent and track their attitudinal and behavioral shifts.
Sandeep Lakhina, Managing Director, India-West & South, Starcom Worldwide says “It is our belief that in future, the scarcest resource in our world will be consumer attention"
“Intent moves us beyond engagement and gets us closer to predicting and assessing a measurable, behavioral reaction of the consumer.” said Ranga Somanathan, VP – Insights & Analytics, South East & South Asia. “The consumer’s response to a message could be on any of the four platforms - Consideration [deep curiosity], Validation [seeking an opinion], Expression [giving an opinion] & Exploration [active searching on the web]. It can ultimately encompass a consumer’s desire to purchase or recommend a brand.”
By measuring customer intent of purchasing a brand will help firms to establish their marketing accountability more correctly than before.
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