Greetings from Forrester’s Interactive Marketing Summit, where senior analyst Melissa Parrish this morning introduced us to the concept of the Always Addressable Customer. Thats a consumer who owns and uses at least connected devices, and uses the internet multiple times a day, from multiple locations.

In 2011, 22 per cent of all European online adults met the criteria of the Always Addressable Consumer – a number which was, of course, much higher among younger demographics. 71 per cent of Always Addressable Consumers access the mobile web at least daily, and – even accounting for those still young enough to be in education – 37 per cent are high earners.

SoLoMo made its first appearance of the day, and after discussing an alternative consumer-driven model, Parrish rounded off her talk with a case study from Heineken. The Champions League sponsor found that 80 per cent of the population watched the weeknight games at home, on their own, and wanted to use mobile to reintroduce a collective social element. Enter the Star Player multiscreen campaign, drawing together Facebook and mobile apps.

The mobile app rather impressively used location data to account for TV latency – so no one had the next goal ruined for them a few seconds before it happened on-screen – and challenged users to predict match outcomes and complete trivia games.

The campaign saw 77m impressions – causing one audience member to question whether impressions really mean anything in this kind of campaign. Parrish pointed to other data she said was more vital – the 87 per cent positive feedback the campaign received, and the average engagement time of 56 minutes.