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iMMedia-C launch to offer more analytical data
A new offering in the online space may show marketers where to go to improve campaign ROI. The iMMedia-C platform was created by C3 Metrics and Marketing Productivity Group to provider more analytical ROI information.
"A number of our clients have been asking for a marketing science offering which takes into account every marketing dollar spent whether online or offline. This is a highly customized offering requiring the best marketing scientists around. [This platform] represents a sophisticated combination of marketing mix modeling, attribution modeling and offline predictive media analytics," said Mark Hughes, C3 Metrics CEO. "iMMedia-C isn't for every advertiser, but it is for the advertiser looking for the most advanced marketing science coupled with the best single-source data possible."
"Traditional mix modeling and cookie-cutter statistical approaches no longer work for companies spending heavily in both online and offline," said E. Craig Stacey, Ph.D., Founding Partner, Marketing Productivity Group. "The real-time data flowing from C3 provides both the direct and indirect effects of marketing dollars as every touchpoint is captured. With C3's data, we regularly see transaction paths with 50+ touchpoints. iMMedia-C provides Fortune 100 clients with levers that actually grow their business as opposed to simply cannibalize sales they would have made regardless"
The platform looks across channels to see how consumers are interacting, shopping, social networking and experiencing the web. From there, the analytics kick in to determine how best to navigate that fragmented space with a singular, engaging message. It is built using the analytics from Marketing Productivity Group while applying the C3 Metrics platform to the data.
From that information brands can see how their ads have been faring in the online space, and can make adjustments across traditional and digital advertising campaigns to increase overall campaign ROI.
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