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December 20, 2005

Yahoo! Helps Advertisers Measure Offline Results

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Yahoo has teamed up with Marketing Management Analytics (MMA) to provide their clients with the ability to measure ad performance not just online but also to compare them with their offline ad campaigns such as radio, TV and print.

The new service, reports Marketing Vox, is based on econometrics which use statistics to create predictive models of marketing situations. Also taken into account are the various factors that influence sales including brand, seasonality and competition.

According to the press release:

“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!. “Providing this new service with MMA is a key step in Yahoo!’s continued commitment to providing marketers with leading tools to enhance and optimize their marketing spend.”

Pricing for the new service has not been released there will be some kind of fee. The inclusion of metrics for offline advertising makes this service extremely valuable. An April survey with MMA and Forrester Research indicated that 61.5 percent of marketers believe that advertising accountability should be defined and measured but only 19 percent were satisfied with their ability to do so.

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