The program, still in its early days, is creating a natural extension of what already happens online, with websites tracking clicks and getting a detailed breakdown of where visitors come from and what they are interested in.
Similarly, Verizon is working to sell demographics about the people who, for example, attend an event, how they got there or the kinds of apps they use once they arrive. In a recent case study, says program spokeswoman Debra Lewis, Verizon showed that fans from Baltimore outnumbered fans from San Francisco by three to one inside the Super Bowl stadium. That information might have been expensive or difficult to obtain in other ways, such as through surveys, because not all the people in the stadium purchased their own tickets and had credit card information on file, nor had they all downloaded the Super Bowl’s app."
Photo Credit Verizon on audiences for its Precision Market Insights (click to enlarge)