First-In-Market Outcome-Based Marketing Solutions for Results Without Risk

Matterkind, IPG’s activation intelligence company, announced today the launch of Outcome Navigator. Outcome Navigator (ON) includes existing Matterkind capabilities alongside new, first-in-market solutions, extending IPG’s offerings to marketers charged with growth goals. Bolstered by data, identity, and technology capabilities from sister IPG companies Acxiom and Kinesso, Matterkind’s ON is adaptable to a brand’s marketing needs, is available as standalone capabilities, and is already successfully proven with leading brands such as Carnival Cruise Line and New Balance.

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The suite’s Addressable Outcomes offering includes Affiliate Outcomes and Commerce Outcomes, and its Pay for Performance offering includes Qualified Lead Generation, Guaranteed Outcomes, and TV Outcomes. As a suite of outcome-based marketing solutions that deliver business results for brands while remaining respectful to people, Outcome Navigator is a natural extension of Matterkind’s conscious marketing – marketing that respects and thoughtfully adapts to people’s needs and marketers’ goals.

“People expect value from their engagements with brands, now more than ever,” stated Erica Schmidt, Global CEO Matterkind, Chief Culture Officer, Kinesso. “The pandemic led to new buying behaviors and tremendous social change. As a result, brands are looking not only to benefit from near-term growth and performance, but also to build and protect long-term brand trust. Marketers must deliver outcomes to the business while still being respectful to people, and ON makes that possible.”

Traditional outcome-based marketing has a downside – systems that are geared solely toward volume vs. value. With Outcome Navigator, marketers can focus less on volume and more on the value of better engagement with their audiences, while directly linking the results of their campaign to meaningful business outcomes.

“We needed a fresh look into audiences, ad formats, and platforms to drive site bookings,” stated Ken Tate, Chief Commercial Officer of Carnival Cruise Line. “We came to Matterkind with specific needs for reaching our current and future guests in an effective and relevant way, with a low-risk, high-performance campaign. Matterkind’s Pay for Performance solution has shown extremely successful results thus far, with our media attributed online bookings improving 20% from Q3 to Q4 in 2021.”

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