“We’re thrilled to work with MMA as part of our Marketing Mix Model Partners program. The program will help marketers accurately measure the ROI of their digital investments by giving our partners standardized access to accurate and granular data for Google video, display, and search campaigns. Additionally, by working to improve digital best practices and transparency, our strategic partnership will enable MMA to provide industry-leading independent strategic insight into the full impact of our clients’ digital ads on their business,” said Casey Cowgill, Head of U.S. Brand Measurement at Google. “MMA has been an incredible and integral partner in kicking off this Partners program as we collectively strive to improve the industry for our joint clients,” said Mr. Cowgill.
“Accurate, holistic and transparent measurement of the offline sales impact and ROI of digital media is critical for our clients across all industries and global markets,” said Doug Brooks, EVP of Strategic Client Relationships at MMA. “Silo’ed analytics and limited access to granular data have been a barrier for marketers who are struggling to understand the true ROI of digital investments and their impact on offline consumer behavior within the context of all business drivers including: traditional media, sponsorships, social media, pricing, competition, macro-economic factors and weather. Through this partnership, we are continuing to improve the quality of data while establishing industry standards and best practices for measurement. By fueling our holistic Commercial Effectiveness models with granular data feeds and metrics directly from Google, we are helping companies measure and improve the ROI of each digital channel and take advantage of cross-channel synergies on an ongoing basis,” said Brooks.
Marketing Management Analytics is a business unit of leading global custom market research company Ipsos. MMA provides predictive analytics services via its commercial effectiveness analytic and consulting platform for companies in pharmaceuticals, retail, restaurants, apparel & luxury goods, durable goods, financial services, automotive, telecommunications, consumer products and media & entertainment. For more information on MMA, please click here.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/mma-announces-partnership-with-google-to-improve-roi-measurement–optimization-of-digital-media-across-search-display-and-youtube-campaigns-300471818.html
SOURCE Marketing Management Analytics