Forbes Looks Cross-Platform With Bottom-Line Analytics
"It's never been more important for marketers to understand exactly how their marketing efforts translate to the bottom line," said Kevin Gentzel, president and group publisher at Forbes Media. Working in conjunction with Forbes' Brand Intelligence Group, MarketShare's Compass software will advise advertisers on the best use of their dollars.
The Forbes Brand Intelligence Group will work with advertisers to answer questions about their business, including specific industry trends, markets of operation, current marketing allocation and more than 30 other variables to help determine the recommendations. Based on this input, Compass's algorithms make recommendations to the advertiser on how best to allocate their marketing resources across all touchpoints, including television, radio, print and search, display, social media and other forms of advertising.
Forbes Media is under intense pressure to reshape itself amid new market realities. Upon completing the merger of its online and print editorial operations in January, it laid off 19 staffers, shuttered its auto site and severely cut the staff at Forbes Traveler. In March, Forbes announced plans to lay off another 50 employees.
In May, Roger McNamee, who helped spearhead Elevation Partners' decision to buy a 40% stake in Forbes Media about three years ago, resigned from the Forbes board. Elevation's Bret Pearlman -- known as an aggressive cost-cutter -- was tapped to replace McNamee.
Earlier this month, meanwhile, Forbes.com president and CEO Jim Spanfeller announced his resignation, and a replacement has yet to be named.
Recent Online Media Daily Articles
-
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Study: Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ...
Be the first to comment on "Forbes Looks Cross-Platform With Bottom-Line Analytics"
Leave a Comment