MNI Unveils 'End-to-End' User Profiling Tool

In the US, Time Inc. subsidiary MNI Targeted Media has launched a tool called DataMatch Attribution Insights, promising clients an 'end-to-end' profile of the individual users who make up their best audience.

The firm provides media strategy, planning and buying, giving clients a single point of contact for multi-platform customized and geo-targeted advertising. The new tool, founded on its existing DataMatch platform, uses data from MNI's in-house technology solution The Omnipoint System, along with mobile and off-line data, to help advertisers pinpoint the best audiences for cross-platform targeting. DataMatch Attribution Insights aims to understand how an individual consumer responds to all aspects of an advertising campaign, across channels and devices, using clients' customer relationship management (CRM) data, to link performance and engagement down to the individual user level.

Matthew Fanelli (pictured), SVP of Digital, comments: 'Knowing exactly what helps consumers convert is the most valuable information for marketers. Until now, no one had delivered the silver bullet for attribution and insight into the exact touch points along the customer journey. We are proud to usher in DataMatch Attribution Insights for our clients who are driven by measurement and have worked with our teams to bring this to market'.

Web site: www.mni.com .