Campaign Assessment System Launched

Media agency Initiative has introduced a measurement, intelligence and analytics process to help clients assess the performance of their media and marketing campaigns at every stage.

The new process is supported by proprietary data and tracking software. Initiative has also developed a dashboard called Planet that can manipulate numerous sources of information, including data provided by its clients as well as third-party syndicated material. This will be used to track consumer behavioral and attitudinal responses to client campaigns.

The new approach will be led by former New York Times Executive Director of Customer Insight Jeffrey Graham, who previously led a 30-person team responsible for corporate research such as marketing and web analytics, data mining and strategic research. Prior to this, he was SVP of Strategic Research & Accountability at Starcom MediaVest Group, and SVP of Research at Dynamic Logic.

In his new role as Worldwide Director of Performance, Graham will oversee the roll out of the new process to clients. He will report to Worldwide CEO Richard Beaven and be based in New York.

Graham said that ROI and accountability tools have previously been viewed as 'after-the-fact measurement', and added that the new process has been launched to apply measurement to the entire process.

Interpublic Group-owned Initiative is online at: www.initiative.com .