Marketing Attribution

MMA Partners with Google to track ROI Across Digital Media

The partnership allows clients to evaluate advertising spend across Digital Media spanning Google Search, GDN and YouTube with precision, relevance and clarity through an effective and quick approach.

Marketing Management Analytics (MMA) has partnered with Google to organize and define best practices and industry standards to analyze the overall offline results and financial returns from campaigns promoted in Search, Display, and Online Video. An Ipsos Company, MMA enables companies to comprehend and augment their marketing outputs and ROI from marketing, sales, operations, product, pricing, and promotion spend. The partnership program aims at assisting marketers through minute measurement of the performance of each digital channel in terms of the campaign, placement, buy-type, ad format, device, and geography. The analysis will be carried out through an integrated Commercial Effectiveness model that incorporates all offline media, digital advertising, social media, operations, external and consumer factors.

The Essence of the Partnership

In order to measure the financial success and to assess the return on the marketing investments, marketing executives ought to use commercial effectiveness and marketing mix models. Advertisers need to constantly measure results and track activities within their marketing ecosystem to drive sales and optimize their budget across multiple brands, channels, and geographies. It is important for the marketers to ensure that the statistical models used by them reflect the precise value and futuristic impact of forward-looking channels like digital and mobile advertising, which are growing at an exponential rate.

The Marketing Mix Model Partners program is designed to facilitate accurate ROI measurement for digital investments that would help marketers evaluate the key factors driving digital returns and revenue while improving growth.

Casey Cowgill

Casey Cowgill, Brand Measurement Program Director, Google

Casey Cowgill, Head of U.S. Brand Measurement at Google, said, “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. 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.”

 

 

Douglas Brooks

Douglas Brooks, Executive VP of Global Analytic Services, MMA

According to Doug Brooks, EVP of Strategic Client Relationships at MMA, “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. 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, macroeconomic 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.”

 

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