The company has hired Alchemetrics to devise a data strategy that will measure the effectiveness of campaigns, penetration into markets and impact on purchasing behaviour for all Zip Television's advertising clients.
Alchemetrics will be able to analyse the data on the viewer's route and where they buy or drop out of the site, enabling advertisers to further refine the existing or future campaign strategies.
Zip claims that it will enable it to offer its clients including Procter & Gamble, Reckitt Benckiser, Orange and BT a measurable return on investment.
Donna Barradale, managing director of Zip Televison, said: "Working with Alchemetrics will enhance our understanding of the consumers who use interactive TV and the type of advertising that they are responding to. By working together we can pool this information to maximise the effectiveness of iTV campaigns and inform advertisers in general as to the value of having iTV on their media schedule."
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