MetrixLab Unveils 'Campaign Monitor'

Digital research agency MetrixLab has continued a recent spate of launches with the announcement of Campaign Monitor, a 'fast, focused and detailed' multi-media campaign effectiveness solution analyzing the impact of individual campaign channels.

The solution can assess the impact of the campaign on different audience groups, and also drills down into the performance of the individual platforms and placements within channels, for example to isolate the performance of a specific social media platform, a specific TV channel or a specific digital video placement (such as YouTube, site-based or programmatic). The use of a consistent set of metrics throughout helps benchmarking and 'strategic meta-learnings'.

The firm launched Avaya, a tool to help users understand consumers' emotional reactions to brands and promotions, in November; and early stage creative 'mass qual' tool Immerse a month ago.

Vincent Blaney, Global Media Consultant at MetrixLab, says the new service gives clients 'an unprecedented deep dive into media performance'. He continues: 'It helps them truly understand what is working and what isn't, providing them with the granular level of detail needed to make confident adjustments to their campaign investments. And because it is a fast and cost-effective solution, brands can afford to measure more campaigns and therefore build up their own strategic learning programs, assisted by our team of media experts'.

A part of the Macromill Group for the last four years, the company is online at www.metrixlab.com .