Yahoo! and MMA to Offer Measurement Service to Enable Marketers to Optimize Advertising Spend Across Media
New service enables marketers to measure ROI of online campaigns alongside offline programs
Sunnyvale, Calif. and Wilton, Conn., December 16, 2005 -- Yahoo! Inc., (NASDAQ:YHOO), a leading global Internet
company, and Marketing Management Analytics, Inc. (MMA), the marketing analytics pioneer, today announced a new
service that will help marketers improve their return on overall marketing investments by evaluating the offline sales
impact of their online marketing programs. This move builds on Yahoo!’s commitment to enhancing the accountability of
online marketing ROI, and will help marketers deploy a best practice solution for budget allocations across all media.
Yahoo! and MMA’s marketing ROI assessment model builds on an existing MMA model to include data from Yahoo!
showing users’ exposure to online graphical and search advertising. This new model provides a focused assessment of
online programs on Yahoo!, measured next to programs on other media, and gives insights and recommendations to
marketers on both online and offline marketing spend. Marketers can choose to provide MMA with data from other online
sites, including direct marketing campaigns and Web site data, to get a broader view of their total marketing programs.
“Marketers need to be able to measure and make decisions about online and offline marketing campaigns with a holistic
view,” said Wenda Harris Millard, chief sales officer, Yahoo!. “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.”
“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. “Clients are shifting more and more of their total
spend online, and need to move beyond measurement of clicks and page views to understand what is really working to
drive sales.”
About Yahoo!
Yahoo! Inc. is a leading global Internet brand and one of the most trafficked Internet destinations worldwide. Yahoo! seeks
to provide online products and services essential to users` lives, and offers a full range of tools and marketing solutions for
businesses to connect with Internet users around the world. Yahoo! is headquartered in Sunnyvale, California.
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 1000 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
has been a unit of Aegis Group, PLC, London (AGS.L) since 1997. For more information, visit http://www.mma.com.
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Media Contacts:
Wendy Marx
Marx Communications (for MMA)
203-445-2850
wendy@marxcommunications.com
Tom Mariam
Marx Communications (for MMA)
914-939-4294
tom@marxcommunications.com
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