Consumer Database Initiative Begins

Mediamark Research & Intelligence and the Media Behavior Institute said they would jointly develop a database tracking U.S. consumer media usage and how such consumption relates to brand purchasing behavior.

The companies hope the approach will take contextual planning to a more precise level for marketers. Details of the partnership will be disclosed at the 4A’s “Transformation” Conference in San Francisco today.

“Our goal is to create a U.S. database of consumer activity that can serve as a hub of information on all the factors that could affect a consumer’s receptivity to a brand message,” said Kathi Love, president and CEO of MRI.

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