Joint Solution Provides Offline Attribution and Actionable Insights to Accurately Measure Marketing ROI
SAN FRANCISCO — March 30, 2015 — ZenithOptimedia, the ROI agency, and NinthDecimal, the leading mobile audience intelligence company, have partnered to introduce a new standard of omni-channel measurement and audience insights for ZenithOptimedia clients. The partnership introduces offline attribution as a major form of measurement for mobile and cross-device to accurately quantify marketing ROI. These insights complement the ZenithOptimedia LiveROI planning process, a dynamic, real-time approach to improving the effectiveness of advertising spend. Seven Fortune 500 ZenithOptimedia clients, including Kohl’s, are already benefiting from this new solution with 19 mobile campaigns. These brands have started to measure omni-channel partners to demonstrate true in-store conversions lift by audience type, location and media channel partners.
ZenithOptimedia is leveraging NinthDecimal’s LCI® measurement platform and proprietary insights to reinforce advertising effectiveness and reveal a deeper understanding of physical-world behavior for clients. By going beyond traditional metrics, such as ad engagement and click-through rates, the partnership enables marketers to understand actual conversions at the point of purchase, such as incremental lift in store visits. Enabled exclusively for ZenithOptimedia, clients will be able to connect mobile, online and offline data to gain deeper insights into their audience as a powerful, strategic media-planning tool.
“Engagement is not the only measure of effectiveness, which is why NinthDecimal’s LCI® product provides our agencies and clients with a holistic view of consumers’ pathway to conversion along with actionable intelligence,” said Julian Zilberbrand, EVP Activation Standards, Insights and Technology at ZenithOptimedia. “These insights will empower brands to affect the customer path in real time.”
The joint partnership is being deployed across all of ZenithOptimedia’s media partners, representing the leading publishers and ad networks in the industry. Each partner integrates NinthDecimal’s measurement pixel and tag via the company’s Location Conversion Index® (LCI®) is the industry’s first offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Axiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.