The cyberspace is the most measurable media available because every activity can be logged.  And with Web 2.0 technologies, users are not just loading a page but a micro-event where click throughs are no longer sufficient measurement when there is a need to measure behavior. Thus the advent of 3D virtual worlds’ preeminence and commercialization brings new avenues as well as increased sophistication in consumer tracking and various measurements in-world, creating a need for specialized services of virtual analytics. These also create a need for a new generation consumer database which responds to consumers’ ever-morphing desires in this new context.

This R&D project will serve to help researchers track, study and understand consumer behavior in virtual worlds. It is also stipulated to commercialise as an integrated solution suite for firms looking to use virtual worlds for marketing, specifically innovative personalized targeted advertising, consumer outreach and tracking. It will also include the establishment of a 3rd generation consumer database which riposte to the changing needs and opportunities brought forth by the growingly ubiquitous new digital entertainment environment.

For more enquires. please email us at lab@daxis.sg.