28 February 2011
WILTON, CT — Synovate Marketing Management Analytics (MMA), the global leader in marketing performance analytics and consulting services, has once again raised the bar in the marketing mix modeling space by launching an innovative new analytics solution that expands the insights delivered by marketing mix modeling. The solution, called m360, uses comScore data to provide a direct comparison of all media activities in a single analysis. This new approach allows marketers to have a common ROI metric across traditional media (such as TV, print, and radio), digital media (including display, search and rich media), social media, and experiential media (such as sponsorships and events).
In addition to marketing mix modeling, m360 powered by comScore helps marketers determine their creative execution, consumer segment targets and media placement, including which digital tactics work best. m360 provides companies with a more complete view of consumer pathways to purchase, from awareness to consideration to sales. This new approach can be easily added to any existing marketing mix analysis across most industries including Financial Services, Apparel, Consumer Packaged Goods, Entertainment, Retail, Healthcare, Telecommunications, E-Commerce and more.
“MMA’s industry leading marketing mix models have already been proven to address the latest digital media questions and interactions between traditional and digital media,” said Dan Eggleston, Vice President of Account Management & Analytics for Synovate MMA. “By adding m360 to the process, marketers are able to further enhance these learnings and compare low-spend digital media tactics with high-spend traditional tactics such as TV through a common ROI metric.”
“Marketing mix models are the foundation of successful multimedia campaign analysis, but digital media have historically been underrepresented in these models,” said Erin Hunter, comScore Executive Vice President. “This solution will help provide a more holistic view of the media universe, enabling greater accuracy and more in-depth insights on the impact of various digital media on consumer behavior.”