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

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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