Yahoo! and MMA (Marketing Management Analytics) have brought accountability to online marketing campaigns with a new measurement tool to help U.S. marketers assess the offline sales impact of online programs. The tool marries Yahoo! user data on exposure to online graphical and search advertising with MMA’s existing ROI assessment model. This allows comparison of the online components of a campaign to the offline marketing spend. There are no plans to roll the application out in Canada as yet but with a 20% increase in online spending expected in 2006 (according to ZenithOptimedia forecasts), assessment and comparison of online ROI will be an industry imperative. Yahoo! Inc. is based in Sunnyvale, California and MMA is out of Wilton, Connecticut.
