Combining Survey + Digital Data = A Better View of Consumers’ Digital Behavior

Summary

Marketers seek a holistic understanding of consumers’ multi-platform digital behavior, touchpoints, activities, and content consumption. Single-source data can’t tell the whole picture, so new approaches are needed. This presentation discusses how Ipsos combined survey data with behavioral data, found an actionable framework, and then made client recommendation. Case studies illustrate how they used their approach with five different clients. The presentation also indicates what’s coming next: appending multiple behavioral sources to survey data for an even more holistic, unified picture that can be done today.