ZenithOptimedia and NinthDecimal announced on Monday a new partnership that will usher in what they call the “industry’s first omni-channel in-store measurement platform.”
So what so that mean exactly? Together, the companes will 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, a provided statement reads, 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.
“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.”