The Effective Measure Campaign Tool analyses sentiment and demographic data to allow agencies to optimise client campaigns, while the Campaign Impact service evaluates the message and creative of online adverts.

Nico Abbruzzese (pictured), head of digital for Asia Pacific at Maxus, said: “Brand advertisement in digital has always been tainted by a question of effectiveness. Rightfully what’s in question is not digital metrics, but more traditional brand metrics to which marketers are accustomed. In simple terms, Effective Measure, is helping us answer the question ‘Did my digital brand campaign work?’”