NEWS10 May 2013

MEC takes a cutter to cookies

Data analytics North America

US — Global media agency MEC has launched a proprietary data platform to cut through cookie-level data to help quantify the ROI of digital marketing campaigns.

CookieCutter processes millions of cookie-level records from marketers digital data sources which are synthesized through MEC’s statistical modeling environment to see which consumer touch-points are the most important during a campaign.

Head of analytics and insight at MEC Theresa LaMontage said: “The digital ecosystem is immensely complex, and last click methods have proven insufficient in maximizing the ROI of digital marketing campaigns.”