Humanify launches 'LiveTrack', An Aipowered Consumer Track On Q-comm And OTT
This month, as India enters the festive season, brands will spend up to 60% of their annual marketing spends to capture consumer spending. Traditionally, research has tried to track the impact of these budgets by asking consumers to recall their experiences weeks after they’ve shopped or watched content. But as experiences move to digital, consumers can’t accurately recall their digital journeys,…
India's festive season has brands gearing up to spend up to 60% of their annual marketing budgets to capture consumer spending. Traditionally, researchers have struggled to track the impact of these budgets through consumer recall weeks after they've shopped or watched content. However, as experiences move to digital, consumers find it challenging to accurately recall their digital journeys, leading to significant inaccuracies in measuring the impact of marketing spending.
Enter Artificial Intelligence (AI), which is revolutionizing the way we understand consumers, particularly due to its ability to decode live and unstructured data at scale. This means that marketers no longer need to rely on asking consumers about their experiences; instead, they can observe them instead. Humanify, an innovative technology company, has developed a unique AI-powered solution called LiveTrack that captures and decodes live data on thousands of smartphones the moment consumers shop on quick commerce sites like Zepto, BlinkIt, and Instamart, as well as OTT platforms both national and local.
LiveTrack provides accurate shopper and media measurement reports within minutes, offering brands insights into whether consumers have seen their ads and how it has influenced their purchase decisions in real-time. Moreover, LiveTrack tracks viewership data to inform media platforms about the viewers' reactions to promotions and the content they are choosing to watch. The technology can also track consumer transitions from one platform to another, providing valuable insights into their behavior.
LiveTrack's Qual@Scale methodology combines qualitative data at micromoments with hard brand metrics, enabling marketers to make informed decisions to adjust their strategies in real-time. According to Geetika Kambli, Director at Humanify, "This technology is especially valuable, because it is literally, the only way, that impact can be measured accurately." She emphasizes that the technology rewards both consumers and brands by delivering actionable insights that help course-correct marketing strategies.
Backed by 30 years of deep research, Humanify's technology is unique and holds a pending patent in the USA, UK, and India. The company's technology has been applied to over 25 brands that are leaders in their respective categories, providing them with relevant benchmarks and interpretation to create real actionable insights.
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