A new service offered by Yahoo! and offline analytics firm MMA aims to show advertisers the offline value of online ads.
Yahoo has teamed with an offline marketing analytics firm to help its advertisers evaluate the offline sales impact of their online marketing efforts with the portal.
The service, offered in partnership with Aegis Group's Wilton, Conn.-based Marketing Management Analytics (MMA), provides an assessment of the effectiveness of online programs on Yahoo, and compares them to programs on other media. The reports will include recommendations on both online and offline marketing spend.
"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 in a statement. "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."
The disconnect between online and offline marketing and measurement has become a growing concern for marketers. 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."
Since 1989, MMA has offered services to measure the sales impact of advertising and other marketing mix components. Its Marketing Mix Analysis product analyzes multiple data sources to quantify the sales impact of media and simulate the effects of future marketing plans.
The tool builds on MMA's marketing ROI assessment model to include data from Yahoo showing users' exposure to online graphical and search advertising. Marketers can also provide MMA with data from other online campaigns and sites to get a broader view of their total marketing programs.
"Yahoo is committed to helping marketers make the best decisions about online and offline marketing campaigns and this service gives them the tools they need to see the whole marketing campaign picture and make the best decisions about budget allocations across all media," said a Yahoo spokesperson.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.
Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.
With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.