Marketing Science Pioneers from Marketing Productivity Group Add Marketing Mix Modeling Technology to Attribution and Viewable Impression Leader
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.”