DataMatch Uses Data From MNI’s In-House Developed Technology Stack, The Omnipoint System, Plus Extensive Mobile And Offline Data, To Give Clients An End-To-End Profile Of The Individual Users Who Make Up Their Best Audience
MNI Targeted Media Inc, a subsidiary of Time Inc and a targeted media strategy, planning and buying company, announced the launch of DataMatch Attribution Insights, which the company developed by applying feedback from early users of its proprietary platform, DataMatch, including perfectlyfree and Gulfstream Parks.
DataMatch uses data from MNI’s in-house developed technology stack, The Omnipoint System, plus extensive mobile and offline data, to give clients a truly end-to-end profile of the individual users who make up their best audience. The platform helps advertisers zero-in on the best audience for deep, cross-platform targeting on a deterministic, one-to-one level. MNI Targeted Media’s DataMatch click-through-rates (CTR) consistently outperformed the industry benchmark by 3 times.
perfectlyfree, an allergy-friendly consumer package goods (CPG) brand, and Gulfstream Parks, a racetrack and casino in Florida, were early adopters of the DataMatch platform to more precisely reach their target audiences.
“At perfectlyfree, we used the DataMatch platform to target households with food allergies to build awareness and drive in-store purchases of our products. In the campaign, our top performing DataMatch placements on desktop achieved a 0.23 percent CTR and 0.22 percent CTR on mobile; this was significant for us in driving awareness and conversion,” said Pat Maguire of perfectlyfree.
Gulfstream Parks utilized the platform to promote hotel bookings. By precisely targeting consumers in the area with interests specific to their property, the company saw an average CTR of 0.28 percent.
Particularly in digital, marketers and advertisers are being held to return-on-investment (ROI) metrics to pinpoint exactly which elements of a campaign are most valuable to the bottom line. MNI Targeted Media’s DataMatch Attribution Insights, the new privacy-compliant enhancement on the platform, deciphers how an individual consumer responds to all aspects of an advertising campaign, across channels and devices. The offering uses clients’ customer relationship management (CRM) data, linking performance and engagement down to the individual user level.
“With the DataMatch platform, we have been able to identify and reach our precise target audience with unprecedented accuracy, resulting in higher consumer engagement and a positive impact on sales,” said Michael Nyman, Marketing Director at Gulfstream Parks. With the launch of DataMatch Attribution Insights, a key marketing challenge for clients can be achieved that will help make their campaigns even smarter. This new solution validates that MNI Targeted Media listens to their clients and is a committed partner.”
“Marketers and advertisers have been searching for a definitive ROI measurement since the dawn of digital. Knowing exactly what helps consumers convert is the most valuable information for marketers. Until now, no one had delivered the silver bullet for attribution and insight into the exact touch points along the customer journey. We are proud to usher in DataMatch Attribution Insights for our clients who are driven by measurement and have worked with our teams to bring this to market,” said Matthew Fanelli, SVP of Digital for MNI Targeted Media.
MNI Targeted Media Inc, is a subsidiary of Time Inc, one of the world’s leading media companies. MNI Targeted Media Inc., provides targeted print and digital advertising programs, and offers clients a single point of contact for multi-platform, customized, demo- and geo-targeted advertising. From research and strategy to implementation and analysis, MNI Targeted Media Inc, delivers the print and digital products and services needed to efficiently and effectively reach audiences, across the country or across the street.