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Synovate Partners with comScore for m360
Synovate division Marketing Management Analytics (MMA) has announced m360, a new marketing mix modelling solution using comScore data to provide a direct comparison of all media activities in a single analysis.
This new approach allows marketers to have a common ROI metric across traditional media (such as TV, print, and radio), digital media (including display, search and rich media), social media, and experiential media (such as sponsorships and events). MMA says the new tool provides companies with a more complete view of consumer pathways to purchase, from awareness to consideration to sales, and can be easily added to any existing marketing mix analysis across most industries.
According to Dan Eggleston, the division's VP of Account Management & Analytics, 'By adding m360 to the process, marketers are able to further enhance learnings and compare low-spend digital media tactics with high-spend traditional tactics such as TV through a common ROI metric.'
Erin Hunter, comScore EVP, comments: 'Marketing mix models are the foundation of successful multimedia campaign analysis, but digital media have historically been underrepresented in these models. This solution will help provide a more holistic view of the media universe, enabling greater accuracy and more in-depth insights on the impact of various digital media on consumer behavior.'
MMA became a unit of Synovate in December 2008.
Web sites: www.mma.com , www.synovate.com and www.comscore.com .
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