Dubai-based web-metrics player spreads the ‘net’

The Middle East’s leading online companies were brought together by a Dubai-based marketing firm at a product launch designed to inflate confidence in the media and marketing industry at a time when companies are shrinking their advertising budgets.

The forum, attended by over 30 companies including Emirates airline, was hosted by Dubai's Real Opinions and leading Australian digital audience measurement company Effective Measure. The event was to create awareness of Effective Measures’ trials of its online audience measurement tool, which would be the first of its kind in the Middle East.

The tool is designed to allow companies to drill into complex data held about activity on their websites and get an intuitive view of visitor activity.

“Any technology that provides more accurate estimates of visitor traffic and advances digital media in Emirates' home market should be embraced by media owners and agencies alike.” said Steve Wheeler, Senior Vice-President of Emirates Group Corporate Communications, delivering the keynote speech.

Dan Healy, CEO of Real Opinions promised "unprecedented accuracy in website visitor measurement, profiling and better understanding of the user experience”.

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