Mass Minority debuts new measurement service
Toronto-based data analytics company Mass Minority has introduced a new service called the Brand Attraction Monitor. According to the company, the service provides cross-media measurement of a brand's marketing effectiveness and performance against competitors. The service is intended to measure a brand's expenditures against the effect on “consumer emotion” and influence on behaviour. It uses data from paid mass and digital media, social media, search results, keyword usage and other metrics.
“Other major marketers, like Unilever, are declaring they are going to build a tool that measures performance across media channels to better understand their overall marketing efforts which will better inform their ROI,” said Brett Channer, CEO of Mass Minority. “This is to announce, we've already built it, and we're using it in market today. This single technology breakthrough is what will increase the value of marketing leaders by empowering them with KPIs the CEOs can align to and be a part of.”