January 26, 2010 10:32 ET

Marketing Management Analytics Announces MMA Digital, the First Marketing Services Offering That Evaluates Online, Offline Media on a Level Playing Field

MMA's Insights, Best Practices and Proven Methodologies Help Major Brands Improve Digital ROI

WILTON, CT--(Marketwire - January 26, 2010) - Marketing Management Analytics, the pioneer and innovator in marketing effectiveness, announced the availability of a new service offering, MMA Digital, the next evolution in the company's signature marketing mix modeling practice. Using MMA Digital, companies will be able to more accurately measure the effects of digital media alongside all the other elements in the marketing mix, in order to better understand and leverage the drivers of online marketing success.

Using MMA's established and proven methodology for marketing performance improvement and mix analysis, MMA Digital takes a "deep dive" into a company's digital marketing execution in order to evaluate what works and what doesn't. Issues addressed by MMA Digital include:

--  Website placement - MMA Digital analyzes and determines which
    websites you should place your ads on in order to realize the best return -
    portals, vertical/sector sites, news sites, etc.
--  Search marketing - MMA Digital identifies which keywords and phrases
    are most effective for your product or service (i.e., should you pursue
    branded search where a product name is included, or use more generic
--  Media selection - MMA Digital helps determine which ads are most
    effective: rich media, video or display.
--  Drivers of search (paid and organic) - MMA Digital analysis helps
    identify the drivers of your search traffic, whether it's TV, print,
    banner, etc., or something completely independent of advertising (i.e., an
    immediate consumer need).

All of these enhanced digital analyses are now incorporated into MMA's marketing mix offering. MMA continually strives to provide a holistic view of marketing management, routinely looking at multiple dimensions of performance to provide the strongest insights possible. As such, to determine the most effective plan for each client, MMA Digital doesn't just look at any one metric but at several, including click-through rates, impressions and view-throughs.

In addition to this enhanced digital analytics offering, MMA has also substantially improved upon the data infrastructure feeding its analyses, both through identification of new highly granular data sources as well as enhanced data integration tools. The end result is a best-in-class analytic solution that helps clients better manage a wealth of data from multiple sources.

"Today, marketers face a dizzying array of choices in terms of digital marketing programs, practices and vehicles," said Dan Eggleston, Vice President of Account Management and Analytics for MMA. "To help sort through this confusing welter, MMA Digital utilizes best practices developed through years of successful engagements with major Fortune brands. It 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."

"Marketers today not only need to sort through an overwhelming array of options in terms of digital tools, analytics and data, but they also need to determine how best to integrate them into their overall marketing plan in order to achieve ROI," said Liz Cahill, Vice President of Marketing, Lee Jeans. "MMA's depth of experience in all aspects of marketing performance, including digital, helps marketers best allocate their media dollars, including their digital spend."

About Marketing Management Analytics, Inc. (MMA)

MMA pioneered the use of marketing mix modeling to help companies plan, measure, validate, and optimize their marketing performance. Since that time, MMA has conducted more than 1,000 studies on hundreds of brands and businesses in more than 20 countries. MMA's clients include many of the most recognized marketers in the world. MMA became a unit of Synovate in December 2008. For more information about Avista DSS and other MMA services, visit

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