Media agency network ZenithOptimedia Group has launched its global “Live ROI” strategic initiative, promising customers real-time performance measurement and return on investment (ROI). The value prop as Adweek describes it is to "give marketers immediate insights from data platforms for sales, digital and consumer behavior—allowing for live responses to client marketing initiatives."
ZenithOptimedia describes itself as “the ROI agency,” and claims to have been the first media agency to apply a rigorous and objective approach to improving the effectiveness of marketing spend. “Digital and online media have dramatically increased the ways consumers can interact and engage with brands and opened up thousands of new opportunities for the owners of those brands,” the company said in a statement. “Measuring performance and return on investment are more important than ever before.” The group believes that it can now deliver those metrics and ROI measures in real time, “[cementing] ZenithOptimedia’s commitment to delivering state-of-the-art data analytics and breakthrough creativity to deliver innovative ROI solutions for its clients.”
“Over the past two years we have put Live ROI through the most demanding tests and it is the most comprehensive and future facing approach available to clients,” commented Steve King, Global Chief Executive Officer for ZenithOptimedia Group. “Consumers increasingly live their lives in a digital world in which traditional ROI techniques no longer deliver everything our clients need. Live ROI does. It takes ROI to the next level and ensures a real time approach that identifies how and where budgets can be invested to deliver the best returns. “
The new proposition will be supported with new and existing software, processes and development programs including Touchpoints ROI Tracker, Socialtools, Adforecast.com, Open and Live Academy.
Touchpoints ROI Tracker is the world’s largest research database of relative consumer influence across paid, owned and earned touchpoints and the company claims, “has a proven track record in delivering the greatest possible return on clients’ media investment.”
Socialtools is a new proprietary software application that tracks the performance of brand pages in Facebook via live dashboards, showing trends in metrics such as number of fans, likes, comments, engagement rate, etc. for each brand page, as well as competitive comparisons across multiple brand pages.