C3 and Havas Partner for CRM Attribution 'First'

New York-based cross-channel media analytics specialist C3 Metrics and data and digital CRM agency Havas helia have partnered, to develop what they claim is the industry's first CRM attribution product.

The product has been designed to enable attribution measurement of CRM platforms such as mail, digital media, OTT, household addressable TV and e-mail. Once completed, Havas helia estimates the tool will offer clients a more than a 40% increase in media efficiency. C3 Metrics co-founder and COO Jeff Greenfield says CRM teams using it will have the tools to learn how to optimize communications efforts for their most valuable, loyal customers.

Michael Kaushansky, Chief Data Officer Havas US and President Havas helia US, adds: 'Industry leaders have come to realize that their existing customer base offers the most important assets for planning marketing efforts, but they have been unable to truly tap into CRM insights with what's currently on the market. With the development of this CRM attribution product, marketers will now have full scale access to understanding how to best reach their customers'.

Web sites: www.c3metrics.com and www.havashelia.com .