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Canadian Company announces new
way to measure, predict and optimize the effectiveness of advertising
Markham, Ontario
Custometrics, a
Canadian Corporation based in Markham, Ontario, announces today the launch
of Ad-Catalyst™ …a new way to measure, predict, and optimize the
effectiveness of advertising of all forms…mass media or direct.
“Our mission is to
help make advertising a more predictable and profitable activity for our
clients” says David Beaton, Custometrics’ CEO. “The market is looking for
ways to make advertising efforts more accountable. Our clients need to know
the ROI of all of their advertising efforts, and how to systematically
improve ROI. We think Ad-Catalyst™ will help do this.”
Based on a decade of statistical and optimization model
development, Ad-Catalyst’s proprietary technology looks at all
forms of advertising and marketing communication activity…from mass market,
image advertising to direct marketing, promotion and inter-active media.
Ad-Catalyst™ incorporates five major components:
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An
Evaluation modeling system that relates advertising and
marketing-communication activity to changes in sales; measuring campaign
ROI, measuring baseline sales (the level of sales clients should expect if
advertising did not occur); measuring growth potential in the market, and
measuring the effect of specific communication channels or combinations of
channels…TV, direct mail, print advertising, etc.;
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A
Competitive Analysis system that looks at the impact each competitor’s
advertising has on a clients’ own sales;
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Execution
tools that enable a client and their media buying agency to collaborate to
buy media using this new data;
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A
Targeting model that helps clients predict demand and target media in an
upcoming campaign, creating unique targeting capabilities for each media
choice;
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An
Optimization system that uses the output of the Evaluation and Targeting
models to predict sales for an upcoming campaign; recommends an allocation
of spend to specific markets and communication channels, and that shows
marketers what would likely happen if they increased or decreased their
budgets.
"The statistical analysis that is
the foundation of Ad-CatalystTM is based on state-of-the-art
modeling and optimization technology”, explains Katherine Krass, President,
Custometrics. “The models have seen thousands of data points in many
different kinds of market conditions, and are very accurate and robust.
This means clients can make decisions based on Ad-Catalyst™ information
with confidence”.
Custometrics’ clients manage some of
the country’s leading brands. Ad-Catalyst™ has proven itself to provide
invaluable insight and direction that is generating significant improvements
in advertising effectiveness.
“We believe that the combination of
statistical modeling, a unique and proprietary way of dealing with media
data, and proper optimization methods is unique to the market” says Valentin
Kobylianskii, Custometrics’ Partner, Client Services. “By combining these
skills and working with our clients in the way we do, we can make the
complex task of managing the targeting, evaluation, and planning of
large-scale advertising campaigns simpler, faster, and much more effective.”
Custometrics is based in Markham,
Ontario and was founded in 1993. Its services include all forms of
statistical and optimization modeling technology in pursuit of its
mission…to help its clients make better marketing decisions. More
information about Custometrics can be found on its website at www.custometrics.ca.
To arrange media interviews please
contact David Beaton by phone (905) 479-4181 or via e-mail
dbeaton@custometrics.ca .
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