Forbes points the way using Marketshare’s Compass

The marketing analytics firm will be working with Forbes’ Brand Intelligence Group to make recommendations on where advertisers should spend their marketing dollars – either online or offline – based on what they hope to achieve with their campaigns.

Compass will also assess the impact, in revenue and outcomes, of ads placed within Forbes various media properties.

Group publisher Kevin Gentzel said: “It’s never been more important for marketers to understand exactly how their marketing efforts translate to the bottom line. Forbes is delivering on this promise of accountability with Marketshare Partners.”

The agency says Forbes is the first major media company to use Compass. Marketshare Partners CEO Wes Nichol (pictured) expects the software to make “a tremendous difference in helping Forbes advise their clients on how to most effectively allocate their resources, as well as definitively proving impact of its media on marketers’ sales”.