MSP to Broaden O&M's Analytics Services

Marketing analytics firm MarketShare Partners (MSP) has teamed up with marcoms agency Ogilvy & Mather (O&M) to broaden the services currently offered by O&M's in-house analytics team.

The partnership combines MSP's econometric modeling capabilities with O&M's analytics, strategic brand consultancy and media expertise. This, the firms say, will result in a range of services from budget optimization recommendations to full scale marketing effectiveness audits.

Additionally the partnership will provide O&M with access to MSP's Compass tool, which provides 'scientific proof' of the efficacy of clients' marketing efforts.

'Our partnership with marry MSP's marketing science capabilities with Ogilvy's deep understanding of how brands impact businesses,' explained Wes Nichols, co-founder and CEO, MarketShare Partners. 'We believe this will create a compelling offering to Ogilvy's clients to help them reach their business objectives.'

O&M's Global Data and Analytics Practice Head, Dimitri Maex, said that with the partnership, his firm will be able to provide its clients with an objective way to allocate their marketing budgets across geographies, segments, marketing tasks and media.

Earlier in the year, MSP received funding from Elevation Partners, whose MD and co-founder is U2 lead singer Bono. The firm has since appointed CBS's Chief Research Officer David Poltrack to its Board of Advisors.

Web sites: www.marketsharepartners.com and www.ogilvy.com .