Campaign India Team
Aug 06, 2008

Starcom unveils IntenTrack to predict purchase behaviour

Starcom MediaVest Group has launched a new research product-IntenTrack. This is a continuous weekly track which identifies consumer intent actions that drive brand sales. 19 months were spent on the survey to track consumers' response. It covered 28 countries, 30 categories, 200 brands and 1 million consumers.

Starcom unveils IntenTrack to predict purchase behaviour

Starcom MediaVest Group has launched a new research product-IntenTrack. This is a continuous weekly track which identifies consumer intent actions that drive brand sales. 19 months were spent on the survey to track consumers' response. It covered 28 countries, 30 categories, 200 brands and 1 million consumers.

"As the marketers today are battling with the challenge of getting consumers' attention, measuring attention is the next big thing. The gap between awareness-attention and behaviour has been identified as intent. It is a leap from awareness to purchase and is the new measure of marketing accountabilty," said Sandeep Lakhina, managing director, India-West & South, Starcom Worldwide.

IntenTrack predicts and measures behaviour which leads to purchase, links this behaviour to the brand's communication mix and optimise these behavioural outcomes, leading to higher return of objectives. The study produces actual KPI's (key performance indicators) as benchmarks and feeds normative databases for predicting future communications investment strategy.

 "Intent moves us beyond engagement and gets us closer to predicting and assessing a measurable, behavioural reaction of the consumer. The consumer's response to a message could be on any of the four platforms - Consideration, Validation, Expression and Exploration. It can ultimately encompass a consumer's desire to purchase or recommend a brand," said Ranga Somanathan, VP – Insights & Analytics, South East & South Asia.

Ravi Kiran, CEO-South East & South Asia, Starcom MediaVest Group, said, "Intent is closest to what the clients want which is behaviour. We want Intent to represent Starcom."

Source:
Campaign India

Related Articles

Just Published

1 day ago

ABP Network joins the creative bandwagon with ‘ABP ...

The content division will create pan-Indian stories for audiences globally

1 day ago

Hindware showcases smart range of bathware with ...

Watch the film conceptualised by MagicCircle Communications

1 day ago

P&G's Pampers gets fathers to share the parenting load

Watch the film conceptualised by Leo Burnett India here

1 day ago

Unilever inclusivity plan to tackle living wage, ...

CEO Alan Jope said commitments to address social inequality "will make Unilever a better, stronger business", and pushed for "collective action" in addressing widening social divides