EMB Media Optimiser evaluates marketing campaigns

EMB Marketing Sciences has launched web-based product - EMB Media Optimiser - that can provide a detailed evaluation of both above-the-line and direct marketing campaigns.

It can help predict the impact of advertising from as broad a perspective as across the UK, to as specific as individual households.

Ian Liddicoat, managing director of EMB Marketing Sciences, said: 'Historically, predicting the value of advertising campaigns has been done by using a relatively small number [in the hundreds] of data points as a reference.

'At EMB we are using tens of thousands of data points and, as a result, have a far clearer view of the market trends - helping to achieve far more accurate planning.

Media Optimiser is individually tailored to each client's needs, enabling them to enter their proposed marketing plans and quickly see where additional value can be achieved through adjusting the media strategy.

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