In a landmark leap forward for media analytics, Blue Yonder Research introduces an unprecedented approach to measuring direct mail attention. In collaboration with MarketReach and WARC, Blue Yonder was selected for its innovative expertise and led the pioneering research project.
Leveraging cutting-edge research technology, Clickscape®, the company has pioneered a groundbreaking solution that provides real-time insights, allowing businesses to understand real-world moments as they unfold. For the first time, Clickscape® tech was able to demonstrate that people are giving on average 108 seconds of their attention over 28 days to each direct mail item they receive. As a result, mail drives significant uplifts across the purchasing funnel, as well as being one of the most cost-efficient media channels for capturing attention, in a world where it is increasingly scarce.
Traditional methods of media measurement often lag behind real-time events, leaving decision-makers with outdated information. Blue Yonder’s innovative research technology, however, breaks through these limitations, offering a dynamic and instantaneous view of media attention. This transformative approach marks a paradigm shift in the industry, opening new possibilities for proactive decision-making and strategic planning.
Key features of this innovative tech include real-time monitoring – providing an up-to-the-minute understanding of trends and public sentiment, whilst delivering comprehensive data analysis to allow the client to adapt to changing landscapes, capitalise on emerging opportunities, and mitigate potential risks.
Richard Heath, Managing Director at Blue Yonder Research, said, “We’re very proud of the contribution Clickscape® has made to this collaboration with Marketreach and WARC. Our new approach to measuring media attention is a game-changer. It aligns with our commitment to providing clients with the most accurate, timely, and actionable insights.”
For more information, please visit Innovation in Insight or email Hannah Kirk, Innovation Manager, at [email protected].
News release published on 15th March 2024
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