Roy Morgan today launched a response to the threat posed by competition in the readership metric market with the rollout of a bunch of new products.
CEO Michele Levine outlined the details earlier this month.
As well as monthly category and product data, another addition is multi-year trending databases, which means users can look over multiple years to measure trends, events and seasonality.
"Agencies have not had that before," said Levine.
Data tools launched today include dedicated Application Programming Interfaces (APIs) which can integrate with agency systems, and new products that can integrate third party and big datasets, plus detailed profiling and segmentation of the Australian population. Roy Morgan has called its new big data product 'Helix personas'.
The announcements follow "several years" of research and would "help agencies and marketers to better undertand campaign performace and consumer behaviour," said Levine. "Media organisations will better articulate important characteristics about their specific medium or media."
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