Link meets criteria for ideal metrics

Our adver­tising copy testing solution, Link™, has completed the Marketing Accoun­ta­bility Standards Board (MASB) metric audit process. MASB’s process, the Marketing Metric Audit Protocol (MMAP), is a formal, industry recognized process for assessing connec­tions from marketing activities to marketing metrics to financial perfor­mance.

“By putting Link through the MMAP protocol, Kantar Millward Brown has shown its commitment to helping marketing and insights leaders work with their financial counter­parts to make confident investment decisions for their businesses,” said Allan Kuse, MASB Executive Director and Chief Advisor of the MMAP Center.

The Link copy testing solution provides marketers with compre­hensive tools to assess, predict and optimize adver­tising perfor­mance. Whether an individual ad or multi-media campaign, Link predicts the impact and persuasive power of an ad, provides compa­rative bench­marks, and diagnoses an ad’s strengths, weaknesses, and oppor­tu­nities for impro­vement. With more than 110,000 ads tested globally, the Link database provides a substantive basis for category and country compa­risons.

“We thought it was important to take Link through the MMAP vetting process, where the tool was rigorously evaluated against 10 criteria for ideal metrics – including relevance, predictive validity, sensi­tivity, simplicity, and trans­pa­rency,” said Chris­topher Murphy, Chief Client Officer, Kantar Millward Brown, North America. “Marketing and Insights leaders are conti­nuously challenged to do more with less, while proving ROI with each marketing dollar. Link provides the most compre­hensive tool to assess, predict and optimize adver­tising perfor­mance so that marketers can invest with confi­dence. We were delighted to work with MASB through this audit process and are proud to have completed the review.”

Learn more about the MASB here: GO TO