Yahoo! wants to repair the traditional disconnect between measuring the impact of online and offline marketing efforts. To that end, the company has joined forces with an offline marketing analytics
company to help its advertisers evaluate the offline sales impact of their online marketing efforts. The new service will be offered by Marketing Management Analytics (MMA), a division of Aegis Group.
For example, it will assess the effectiveness of a marketer's online programs on Yahoo!, and compare them to programs on other media. "In many ways, online marketing can be more accountable than many
offline marketing tactics, but there is still a real need to understand the total sales impact of online and offline programs on a common ROI basis so that optimal budget allocations can be made,"
John Nardone, MMA's chief client officer, said. "Clients are shifting more and more of their total spend online, and need to move beyond measurement of clicks and page views to understand what is
really working to drive sales." A 2004 study by JupiterResearch found that a third of all advertisers want their online ad spending to influence offline sales, but "most measure this impact
inefficiently and inaccurately."
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