The calls for more accurate metrics seem to be reaching a peak these days, and Information Resources Inc. is partnering with some big names in online data to possibly do something about it.
The company is joining forces with brand-metrics tracker Dynamic Logic, audience metrics firm comScore, and digital optimization company X+1 to measure how online advertising affects offline behavior and sales, Ad Age reports. Through the partnership, the consortium aims to track campaign effectiveness across multiple ad networks and channels, including search, email, and branded websites.
Brands can already measure ROI with marketing mix models, but IRI's new partnership wants to also identify whether consumers are loyalist or brand converts, as well as how each of those segments responds to particular campaigns.
