MMA, an early entrant in the marketing analytics space, will work with Yahoo! to build an ROI assessment model based on its existing MMA model. It will include Yahoo! data showing users’ exposure to online display and search advertising.
Under the program, marketers can also give MMA data from other sources, including direct marketing campaigns and Web sites, to get a broader view of their total marketing programs.
“In many ways, online marketing can be more accountable than many offline marketing tactics, but there is still a real need to understand the total sales impact of online and offline programs on a common ROI basis so that optimal budget allocations can be made,” said John Nardone, MMA chief client officer, in a statement.