Ogilvy, MarketShare Partners release multichannel media spend tool

Share this content:

In response to increasing advertiser focus on ROI, Ogilivy & Mather and MarketShare Partners are teaming up to offer marketing effectiveness tools measuring results and predicting optimal media spend across digital, direct, TV, radio and marketing channels.

“The ability to link marketing efforts to final business results is something that our clients have been asking for,” said Dimitri Maex, head of Ogilvy & Mather's global data and analytics practice. “The recession has accelerated that demand.”

The use of the measurement tools will vary from client to client based on the level of independent analysis required. Offerings range from a $1-million six-month custom analysis to a two-hour automated program with 80% accuracy, said Maex. The tool is based on MarketShare Partners' Compass tool, which takes marketing indicators and econometric modeling to run scenarios and advise best case marketing and budget plans.

“Statistics are not new,” Maex said, saying econometrics were first applied to marketing in the 1950s. “What's new is the automation in software, and that's what makes the new tool fast and affordable.”

Ogilvy has an internal team of 60 people dedicated to analytics, mostly focused on measuring traditional direct media and digital, according to Maex. The tool launched October 15 and several clients are already using the bottom tier. The company is negotiating with some of its larger clients about the higher-level analysis.

“Clients may dramatically change their marketing mix based on the outcomes of this analysis,” said Maex.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above