Yahoo! Inc. and Marketing Management Analytics, Inc. (MMA) have launched a service that analyzes the impact of offline sales on online marketing programs.
The two companies say their partnered service increases the accountability of online marketing return on investment (ROI) and will help marketers allocate their budgets. The new service provides an assessment of online programs on Yahoo! and measures them next to other media.
"Marketers need to be able to measure and make decisions about online and offline marketing campaigns with a holistic view. Providing this new service with MMA is a key step in Yahoo!'s continued commitment to providing marketers with leading tools to enhance and optimize their marketing spend," says Wenda Harris Millard, chief sales officer, Yahoo!