Adgully Exclusive | Understanding the web behavior of women: ViziSense's Amit Bhartiya

The digital medium is truly the way to get attention, a proof to it is the number of democrat profiles, brand promotions and celebrity profiles across various digital medium. The digital platform has opened up new avenues in the media and marketing space and advertisers and marketers are increasingly watching the digital space very closely. Digital as a medium not only provides increased reach but also enables extension of one's creativity and idea.

Though there are a lot of takers for the digital medium, it has also awakened a lot of solution providers to check and analyse the efficacy of the medium. There are people who are studying each and every aspect of digital space and also trying to understand the various target group responses to the digitally mediated message. Komli Media's online audience measurement and analytics platform- ViziSense has also launched a research to study the behavioural trends amongst women in India. Launched in 2008, ViziSense was primarily providing traffic statistics and demographic profiles of audiences on the top online sites accessed in India. Gradually the platform has been able to gather 100,000 people comprising the audience panel.

Talking about the importance that research plays for media planners, Amit Bhartiya, GM, ViziSense, said, "The research data helps people to choose their vehicle and choose their medium. It helps planners base their decisions on whether the right target group can be reached through a medium and what is the best medium to get the right kind of impact from a target group." Hence Bhartiya feels that the beaviourial study that ViziSense is undertaking will help in figuring out which is the best way to reach the target group and at what stage of their use has the brand created an impact.

ViziSense has been trying to track and monitor the consumer behavior on internet just the way TAM tries to monitor TV viewership. Thus, ViziSense has been analyzing the online usage and the behaviourial patterns of the users and thus also providing a tool for media planners and agencies to understand the online medium and online audiences better. From the wide range of tools, the recently launched tool Adview helps advertisers to understand the approximate size of a campaign, what was the spend by the advertiser and how many users actually saw the advertisement online.

Elaborating more on the idea behind the study on Indian women as consumers online, Bhartiya, said, "The idea was to give marketers, agencies and publishers what are women and what is their behavior in the online world. I think there is a lot of data and research available offline on what are women's characteristics and behavior as consumers and how they consume various kinds of media, but we didn't see any credible research like this for the online world."

ViziSense will try to provide authentic data because as most of similar kinds of study are usually done through surveys, the tool here is to analyse the online usage of women over seven quarters. The sample for the study consists of 22,00 women and the results won't be based on answers to a questionnaire but it will be evaluated from their normal online behavior.

Boasting of an exclusive tool across the country to analyse the online medium, Bhartiya, said, "We are the first ones in the country to evaluate the women's online behavioral pattern and which is not through a survey. Besides, the internet is way too dynamic for users to be able to answer some questions through surveys. So in terms of the methodology and the topic our study becomes almost amongst the first ones to hit the market."

With a goal to be a leading audience measurement platform in Asia Pacific, ViziSense has also planned to explore the social media platform and try and understand the consumer behavior and usage for the platform.

ViziSense also plans to expand in Australia gradually over time, and the motto across its expanded market is going to be to provide "rich and authentic advertising and audience measurement data" | By Prabha Hegde [prabha(at)adgully.com]