Singapore's Mediacorp is tackling the challenge of measuring increasingly-fragmented audience behaviour with a new partnership.

The company has teamed with Nielsen and Pointlogic to enhance its Customer360 crossplatform targeting solution.

Mediacorp will roll out a custom campaign tracking programme tailored for top advertisers through its insights consultancy arm MRC. Computer-assisted telephone interviews will be conducted monthly on a range of client-specific metrics for cross channel attribution, mix modelling and benchmarking applications.

The extended Customer 360 integrates disparate audience currencies across TV, print, radio, out-of-home and digital on a single planning platform, delivering deeper cross-media insights, including unduplicated audience reach, frequencies and overlaps for what is claimed to be the first time in Singapore.

"The augmented Customer360 not only allows us to measure increasingly fragmented audience behaviours holistically, it advances our performance optimisation agenda in meaningful ways," Mediacorp consumer insights and analytics head Roger Moy says.

Chief commercial officer Jack Lim says Mediacorp is the first media owner in the world to adopt a unified crossmedia planning solution across its TV, print, radio, outdoor and digital media assets.