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Press Coverage 
December 02, 2009
Dynamic Logic in Advertising Age
IRI-Led Consortium Aims to Tie Digital Ad Spending to Purchases
By: Jack Neff
BATAVIA, Ohio (AdAge.com) -- Data-driven package-goods marketers have seen a lot of studies regarding the offline impact of online ads over the years -- but not enough to get them to make digital media more than a mid-single-digit percentage of their media mixes.
Information Resources Inc. is hoping an ambitious partnership with three other research companies and analytics companies might finally provide the industry the data it needs to wade deeper into the digital stream.
The CPGConnects partnership, which also includes WPP brand-metrics tracker Dynamic Logic, online-audience tracker ComScore and digital-optimization firm X+1, aims to go beyond the online-offline data mash-ups to date by tracking campaign effectiveness and targeting segments across multiple ad networks and channels, including search, email, online coupons and brands' own websites.
Full Article at http://adage.com
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European Press more Analyst Speak: Brands on social networks need to understand why people are there - New Media Age., 13-MAY-10 Microsites: Reichweite gering, aber gut fur die Marke - Planung & Analyse., 08-APR-10 Starke Marken mit Microsites - Electronic Commerce Info Net., 08-APR-10
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