Kantar Millward Brown, the world’s leading expert in helping clients grow great brands, today announced that its 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.
Kantar Millward Brown’s 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.”