NEWS3 February 2010

MMA launches digital media effectiveness tool

North America Technology

US— Marketing Management Analytics (MMA) has launched a new tool to help clients measure the effectiveness of digital media alongside other elements of the marketing mix.

The firm said that its new MMA Digital service “takes a deep dive into a company’s digital marketing execution in order to evaluate what works and what doesn’t”.

MMA Digital works by analysing ad performance to determine which sites adverts should be placed on, and identifying which keywords and phrases are most effective for search marketing.

It will also determine which type of adverts – rich media, video or display – are the most successful.

MMA’s vice president of account management and analytics, Dan Eggleston (pictured), said: “Today, marketers face a dizzying array of choices in terms of digital marketing programmes, practices and vehicles. To help sort through this confusing welter, MMA Digital… allows us to pinpoint what types of online and offline marketing are the most effective and efficient in each instance, enabling marketers to improve their return on both digital and traditional media spend.”