measures how people react unconsciously and consciously to a web page, by tracking the movements of users' pupils. The data gathered can then be used to measure the effectiveness of websites, animations and events such as in-car simulation.
This data will now be combined with the information provided by , which looks at the impact of online and offline marketing in driving traffic to websites, and activity once there.
Together, the information can be used to see reactions to design and structure of websites and marketing initiatives, to help improve the effectiveness and usability.
Iain Janes, director of Eyetracker, said: "By measuring the conscious actions taken by users reacting to websites and marketing initiatives via our real-time technology and subconscious actions by eye movements, we will be in a unique position to show where, when, why, how and what people are doing. This will help with the visually impaired, handicapped, new internet users and overall targeting of campaigns and effectiveness websites."
Marcos Richardson, European director of WebtraffIQ, said: "It is important to build upon existing practices within the web metrics industry by creating new internal systems and useful reports. It is also equally important to move forward with these new technologies and embrace media that complements our existing and developing technology."
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