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Research Partnerships to Fuel Ad Group's Growth
European advertising firm Bark Group Inc. has announced two partnerships aimed at enhancing its ad campaigns through research and analysis: with neuromarketing research company Mindmetic and digital campaign analyst Glass box ApS.
Bark has ambitious plans for the next four years, targeting aggressive growth through the acquisition and development of companies, primarily in Europe.
Mindmetic's technology tracks emotional responses to marketing, using eye tracking, body temperature monitoring and EEG measures. Bark says it will use the techniques to develop ads that elicit positive reactions from consumers at both the conscious and subconscious levels. CEO Anders Hageskov comments: 'As marketers, we know that emotions rule thoughts, and thoughts rule consumer behaviour.'
Glassbox, whose team have already moved into Bark's Copenhagen office, uses a number of proprietary tools to provide clients with a specific measure of ROI for their online marketing campaigns, tracking and analyzing users' path through web sites and connecting them with bottom line. Bark will measure its own campaigns before and after launch to optimise effectiveness.
Web sites: www.barkgroup.com , www.mindmetic.com and www.glassbox.dk .
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