Yahoo Contributes Data To Ad-Market Metrics
Yahoo! and Marketing Management Analytics, Inc. launched a new service aimed at helping marketers improve their return on overall marketing investments by evaluating the offline sales impact of their online marketing programs. That’s press release speak for knowing if your eggs are in the right basket.
The service builds on an existing MMA system that measures ROI by adding Yahoo!’s own data on user exposure to online graphical and search advertising.
This new model provides a focused assessment of online programs on Yahoo!, measured next to programs on other media, and gives insights and recommendations to marketers on both online and offline marketing spend.
Marketers can choose to provide MMA with data from other online
sites, including direct marketing campaigns and Web site data, to get a broader view of their total marketing programs.
“Marketers need to be able to measure and make decisions about online and offline marketing campaigns with a holistic view,” said Wenda Harris Millard, chief sales officer, Yahoo!
Millard said the new service will enhance online advertisers’ ability to optimize their marketing spend.
“In many ways, online marketing can be more accountable than many offline marketing tactics, but there is still a real need to understand the total sales impact of online and offline programs on a common ROI basis so that optimal budget allocations can be made,” said John Nardone, MMA Chief Client Officer.