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C3 Metrics and Marketing Productivity Group Join Forces to Create iMMedia-CMarketing Science Pioneers From Marketing Productivity Group Add Marketing Mix Modeling Technology to Attribution and Viewable Impression Leader (June 06, 2012)
NEW YORK, NY -- (Marketwire) -- 06/06/12 -- C3 Metrics and Marketing Productivity Group today introduced iMMedia-C, a comprehensive, scientific offering for marketers seeking the most advanced ROI solutions for their marketing dollars.
The new measurement solution combines the marketing mix modeling of Marketing Productivity Group with the power of C3 Metrics' award winning single-source data collection, attribution and viewable impressions measurement capabilities. Now that the IAB is poised to issue new standards for viewability, this combination of marketing mix modeling and digital advertising data brings cross-channel marketing mix measurement to an entirely new level with iMMedia-C.
Marketing Productivity Group's state-of-the-science techniques are based on validated academic research deployed for Fortune 100 brands. Marketing Productivity Group's founding partner and director of research for NYU Stern's Center for Measurable Marketing, E. Craig Stacey, Ph.D., said, "This is what we as marketing scientists have been waiting for. Traditional mix modeling and cookie-cutter statistical approaches no longer work for companies spending heavily in both online and offline. 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."
C3 Metrics' CEO, Mark Hughes, added, "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."
Marketing Productivity Group's founders were pioneers in the practice of marketing mix modeling and employ a technique called vector autoregression, which is the same statistical approach Professor Chris Sims used for winning the economic science Nobel Prize in 2011.
"This represents a sophisticated combination of marketing mix modeling, attribution modeling and offline predictive media analytics," says Hughes. "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."
About C3 Metrics:
C3 Metrics is an award-winning media analytics and optimization platform providing validated products to agencies, brands, publishers, networks and DSPs. Capturing every interaction in real-time including viewable impressions, C3's predictive platform is in constant two-way communication with media partners, feeding the ecosystem with real-time data vs taking pictures of it. Rated #1 for ease of use, the C3 Metrics Optimization Engine and AVSR metric allows marketers to easily optimize media -- taking big data and making complex advertising decisions simple. The result? Validated superior performance of each ad dollar. C3 clients enjoy significant gains: a two-year case study demonstrated a 75 percent revenue increase with only a 12 percent increase in ad spend. C3 has made more than $5 million for one client within 12 months of use. Headquartered in New York with offices in California, C3 Metrics is comprised of leading experts in the field of digital and television measurement from DoubleClick, eBay, PepsiCo, Yahoo! and Nielsen.
About Marketing Productivity Group:
Marketing Productivity Group delivers 'state-of-the-science' analytical solutions to address clients' unanswered insight needs. Their next-generation models are built to address the ever-evolving marketing landscape. Through the use of the most advanced marketing science methods, Marketing Productivity Group's unique capabilities enable them to explain and connect digital marketing to traditional marketing and trade activities. Marketing Productivity Group pioneered the concept of Conversational ROI which measures both the direct impact of word-of-mouth communication on marketing performance, as well as the amplification effects which social provides to both offline and online paid channels of communication. Their team is comprised of seasoned industry leaders who specialize in capturing marketplace dynamics and their effects on your bottom line.
To learn more about Marketing Productivity Group, visit: www.mproductivity.com
Carla Vicens Rudder
blast! PR for C3 Metrics
Copyright @ Marketwire
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