Continuum Analytics Measures Media Efficiency

With TMO, Continuum users get the best-in-class reporting on the efficacy of traditional media.

Continuum analytics and tracking platform, a beta service recently launched by Chief Media, promises to increase consumer stickiness, cross sell and upsell opportunities for users, as well as to find additional revenue streams. The platform features the Traditional Media Online (TMO) technology that brings users greater accountability and greater revenue for every advertising dollar spent.

Continuum measures ROI of advertising by determining the true lifetime value of customers based on short-term and long-term sales results. The TMO component allocates and tracks online visits and orders back to the traditional (TV, Radio, Print) media campaign and down to the actual spot level.

“Access to competitive research and microanalysis of sales is crucial to understanding where revenue is coming from, and identifying what your largest, most long-term profitable market is,” said Scott Paternoster, President and Founder of Chief Media. “Our goal at Chief Media is to exponentially ease the effort with which marketers analyze their advertising and sales data and provide a platform like Continuum that provides all the necessary metrics that have been an unknown in the advertising industry for so many years.”

Currently in beta, Continuum is designed to position Chief Media’s current and future clients at the forefront of the competitive landscape in Direct Response and Direct-to-Retail advertising. Chief Media already serves such customers as Snuggie, Best Buy Mobile, P90X, Murad, Hydroxycut, Ronco, Hartz Pet Supplies and many others. With Continuum the agency furthers range of services for these customers, and strengthens its position on the market.

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