Critical Mass Launches Measurement Group

Digital marketing agency Critical Mass has launched a multi-channel measurement group which will focus on gathering insights to improve marketing and user experience.

The new Marketing Science group will be tasked with understanding 'the why' behind data - across the breadth of marketing channels. Its services will include web analytics, customer behavior modelling, marketing mix model design support, brand affinity, neuromarketing, and social sentiment and influencer monitoring and measurement.

'We believe in analysis, not reporting,' said Shaina Boone, Group Marketing Science Director. 'Rather than simply focusing on objectives and results over a finite period of time, we ask questions that get to the root of causality. This information helps with planning and optimization as we continue to improve the success of our clients' marketing initiatives.'

Critical Mass, an Omnicom digital marketing agency, operates globally from offices in Calgary, Toronto, Chicago, New York, London, Costa Rica, and Amsterdam and is online at www.criticalmass.com .