Phoenix and 2CV to test marketing effectiveness

UK-- Phoenix Research and 2CV have formed a strategic partnership to test the effectiveness of experiential marketing campaigns.

The venture, 2CV:EXP, will offer 2CV clients access to Phoenix Research's EXP experiential marketing measurement model, which was launched in January.

EXP was designed by Phoenix Research founders Mark Bagnall and Sam Elphinstone, but will now be offered exclusively under the 2CV umbrella, the duo said. Bagnall told Research that the deal was strictly a strategic partnership and “no money had changed hands” for the product.

2CV:EXP will provide clients with real-time diagnostic measurements of experiential marketing programmes, allowing them to change campaigns while they are still running.

It will also give clients data for cross-activity comparison, to measure consumer take-out and action and, provide outcome-based ROI.

Doug Edmonds, head of numbers at 2CV, said: “Delivering real ROI for clients is invaluable in today's market. Therefore, an interactive tool which measures and evaluates experimental activity during and after campaign provides clients with the insight needed to ensure their programme can forge deeper, longer-lasting relationships with consumers.”

Bagnall said the joint venture “will accelerate market adoption of the new EXP model and complement 2CV's existing evaluation models perfectly”.

Author: James Verrinder