Nico Abbruzzese, Maxus' digital head for APAC said, "In simple terms, Effective Measure is helping us answer the question ‘Did my digital brand campaign work?'"
The tools will be available to users of Maxus' media-planning dashboard, called Enable. Campaign Measurement allows agencies to optimize and enhance client campaigns as they are running, based on analysis of demographic data and sentiment, according to the companies. Campaign Impact is an evaluation tool that will help evaluate the messaging, creative and environment of online campaigns.
“Since introducing Campaign Measurement and Campaign Impact as features on Enable in June, we are already seeing pent up demand for these solutions in the Asia Pacific market," said Dinesh Arasaaratham, Effective Measure's South East Asia managing director. "The increasing complexity and flow of data has created a demand across the media sector for accessible, clearly articulated campaign analysis."
Earlier, Effective Measure said Group M Interaction Indonesia would also be using its Campaign Measurement feature.
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