Millward Brown’s Link gets stamp of approval from marketing accountability body

The MASB’s Marketing Metric Audit Protocol (MMAP) assesses how well metrics reflect marketing activity, and how those metrics are in turn reflected in companies’ financial performance.

"We thought it was important to take Link through the MMAP vetting process, where the tool was rigorously evaluated against 10 criteria for ideal metrics – including relevance, predictive validity, sensitivity, simplicity, and transparency," said Christopher Murphy, chief client officer at Kantar Millward Brown, North America.

"By putting Link through the MMAP protocol, Kantar Millward Brown has shown its commitment to helping marketing and insights leaders work with their financial counterparts to make confident investment decisions for their businesses," said Allan Kuse, MASB executive director and chief advisor of the MMAP Center.

Link is designed to allow marketers to predict and optimise the performance of ad campaigns, and benchmark their ads against results for more than 110,000 others in the database.

The MASB’s members include Nielsen, the Advertising Research Foundation, the Marketing Science Institute, UCLA and Columbia University.