ZenithOptimedia Aligns With NinthDecimal For Omni-Channel Measurement

ZenithOptimedia (ZO) is partnering with mobile audience insights company NinthDecimal to introduce a new standard of omni-channel measurement for ZenithOptimedia clients.

ZO will pair NinthDecimal’s LCI measurement platform and proprietary insights with its LiveROI planning tool to develop a technique that will measure the impact that mobile and cross-device ad campaigns have on client sales.

ZO believes, for example, that with the new offering, retailers can learn if their text-based advertising campaigns actually drive people to their stores to buy products. 

By going beyond traditional metrics, such as ad engagement and click-through rates, the partnership enables marketers to understand actual conversions at the point of purchase, such as incremental lift in store visits.

“Uniquely sitting at the intersection of physical-world behavior and digital-world behavior enables us to provide the first omni-channel measurement platform utilizing mobile as the glue that connects all media," says NinthDecimal CEO Michael Fordyce.

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ZO said that the NinthDecimal platform measurement is built upon more than a trillion data points from over a billion devices, with 200 billion new data points added monthly from over 120 million devices.

The agency also says the new platform measures incremental lift from in-store visits to provide more precise ROI attribution. And the enhanced data will provide campaign effectiveness measurement across mobile, online and offline channels.

“Engagement is not the only measure of effectiveness, which is why NinthDecimal’s LCI product provides our agencies and clients with a holistic view of consumers’ pathway to conversion along with actionable intelligence,” said Julian Zilberbrand, EVP Activation Standards, Insights and Technology at ZenithOptimedia. “These insights will empower brands to affect the customer path in real time.”

With the partnership ZO said its account managers will have real-time access to campaign results and insights via a customized dashboard, so they can adjust tactics on the fly. The platform will continue to evolve through 2015 to provide more precise measurement for offline media channels, as well as enhanced audience insights and analytics for omni-channel strategies.

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