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Yahoo! and MMA Measure Online Marketing
US-based Marketing Management Analytics (MMA) has joined forces with Yahoo! to evaluate the offline sales impact of online marketing programs. The assessment, based on an existing MMA model, builds in Yahoo! data about users' exposure to online graphic and search advertising.
The new model assesses the success of online campaigns on Yahoo!, and compares them with marketing programs on other media. In addition to the Yahoo! data, marketers can provide MMA with data from other sites to get a broader view of their total marketing programs.
John Nardone, MMA Chief Client Officer, says there is 'a real need to understand the total sales impact of online and offline programs on a common ROI basis so that optimal budget allocations can be made'. He advises that clients 'need to move beyond measurement of clicks and page views to understand what is really working to drive sales'.
According to Wenda Harris Millard, Chief Sales Officer at Yahoo!, providing the new service is a 'key step in Yahoo!'s continued commitment to providing marketers with tools to enhance and optimize their marketing spend'.
MMA, part of the Aegis Group, is online at www.mma.com.
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