Allison+Partners First Global Agency to Adopt Proof Analytics
Proof Analytics Software Platform Became Available in Early 2017
Proof Analytics announced that top marketing communications agency Allison+Partners will roll out its award-winning business impact analytics software to the firm’s clients worldwide in a phased approach over the next 12-24 months.
Proof is the first business impact analytics software company to enable marketing and communications professionals to quickly deliver an irrefutable portrait of their correlated business impact. Allison+Partners is the first global agency to comprehensively adopt Proof since the analytics software platform became available in early 2017.
“Proof will provide Allison+Partners with an unprecedented view into the correlated business value of our clients’ marketing and PR investments, including comprehensive multi-factor attribution. Their analytics software fits into the long-term strategic agency data model we are building,” said Brent Diggins, partner and head of the agency’s global measurement and analytics group. “Proof will contribute immediately and decisively to how Allison+Partners proves multi-channel program value in the clear, highly credible ways that senior business leaders understand and appreciate.”
Allison+Partners formalized its measurement and analytics team in 2015 with the launch of its All Told group and has expanded it globally over the past year. All Told global president Cathy Planchard indicated the firm will continue to invest in analytics as a critical cornerstone of the agency. “Day in and day out, we are seeing our partners and clients increasing their focus on proving the value of marketing and communications investments,” Planchard said. “Agencies that prioritize and prove business value creation for their clients will continue to win their business.”
To help agencies and brands accomplish this, Proof created a highly secure, people-centric data federation architecture and coupled it with state-of-the-art analytics. This powerful democratization of data, combined with a combination of data rights management and advanced SaaS analytics has drawn kudos from top analysts and business leaders for its innovation in correlation performance mapping, accessibility and security.
451 Research analyst Keith Dawson recently wrote in a report, “Proof…reaches across organizational boundaries to encompass an entire ecosystem of employees, partners and vendors. By [networking] data in Proof, people with different roles can connect their activities and understand what levers to pull to ensure particular outcomes. This has the potential to collapse the barriers between sales and marketing, as well as marketing and C-level decision makers, technology buyers and users, and between a company and outside partners and agencies.”
“The core value proposition for an agency is the efficient delivery of highly creative campaigns that create audience impact and business value that otherwise would not exist,” said Mark Stouse, founder and CEO of Proof. “Today, we all are seeing daily evidence that companies are moving account work to agencies and consultancies that deliver real accountability for impact and value. That means agencies must show that their work is strongly correlated over time to major areas of business performance like more revenue, bigger margins and better cash flow. In this and many other respects, Allison+Partners is the archetype of what a successful, business impact-led agency will look like, now and into the future.”
Stouse was named to the prestigious 2018 Innovator 25 List for his work creating Proof. It was the second time he was recognized with that honor for his pioneering efforts, as well as being named Innovator of the Year.
Recommended Read: Interview with Mark Stouse, CEO, Proof Analytics