Effective Measure, a leading online audience measurement services company, has announced the launch of a new e-audience intelligence tool for marketers, digital professionals and other Internet users in the Mena region.

The new tool, Effective Measure Openview provides brands with real-time website demographics and insights into the online behaviour of millions of consumers across the region, said a company statement.

Recent research from Effective Measure has shown that more than 80 per cent of the region’s 60-70 million Internet users browse the web daily and 32 per cent of users across the region actively shop online.

"Effective Measure Openview is a first for the Middle East, because it provides marketers with a holistic view of millions of consumers online," said Brendon Ogilvy, Effective Measure's vice president Digital Insights.

"We believe that EM Openview provides advertisers, marketers and media agencies in the Mena region with a key component for developing successful web ventures and campaigns based on deeper insight of consumer’s needs and behaviours."

"What makes EM Universe different from other traffic estimation tools is the accuracy of the estimation, since it is backed up with data from over 500 websites measured via Effective Measures' tag code solution," said Ogilvy.

EM Openview draws its data from an opted-in panel of more than 60 thousand Mena Internet users who have installed an Effective Measure plug-in into their web browser.

"The panel is expected to increase to 100,000 opted-in users by 2011. The plug-in device gathers data on which sites users visit on a daily basis and maps this data to Internet users' demographics, such as age, gender or country of residence," he added.-TradeArabia News Service