New Tool 'Proof' Measures Impact of Marketing

In the US, marcoms professional Mark Stouse has launched a software platform called Proof, to measure the business impact of marketing and communications activities.

The patent-pending Proof Correlation Engine brings together a customer's existing data - including financial, marketing automation, account-based marketing, CRM, advertising, web, social media, communities and influencer measurement - with many types of external data, to determine how marketing affects business performance, including sales productivity, customer confidence and trust, employee retention and morale. Proof can also calculate the impact that one part of marketing has on the performance of another part, and it can analyse the effect that various external factors have on marketing's business impact - including economic or reputational issues.

Via its patent-pending Impact Value Chains, the tool delivers a contextualized view of the 'ripple effect' of different marketing investments on various business outcomes.

Commenting on the launch, Stouse (pictured) said: 'Proof makes it easy to crunch your marketing and sales data along with other inputs across the business to reveal what's 'moving the needles' that everyone cares about, and how long it takes to move them. Proof helps business and marketing leaders evaluate the business impact of their marketing investment in a meaningful, data-driven way that requires no data science expertise'.

Web site: www.proofanalytics.ai .