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Gannett Selects the AMM Group to Provide Advertising Performance Measurement System
Wednesday 04. March 2009 - The Advanced Marketing & Media Group (The AMM Group) announced today it has been selected by Gannett Co. Inc. (NYSE:GCI) to develop an advertising performance measurement system that the media company will use to offer its advertisers an opportunity to measure marketing ROI across Gannett media assets, including newspapers, television stations, websites and mobile properties.
The AMM Group, a Stamford, CT-based marketing technology company, is a leader in providing marketing performance management systems to marketers, agencies and media companies. The company’s AMIS(TM) platform, a marketing intelligence solution that is customizable for every brand, is the tool that powers the MIMS program for Gannett.
AMIS will enable Gannett’s MIMS to capture marketing intelligence and reveal the return of marketing investment for the media company’s advertisers, enabling them to quickly respond to today’s ever-changing marketing environment. It accomplishes this by measuring marketing’s impact on sales, brand and consumer value. Data can be viewed in near-real time on a user-friendly, dashboard customized for each participating Gannett client. Initially, Gannett will deploy MIMS in partnership with a select group of pilot advertisers.
Adam Gelles, Chief Executive Officer of The AMM Group, said, “We are delighted to have an opportunity to demonstrate the myriad benefits of our AMIS(TM) platform in partnership with Gannett, whose highly complex suite of media properties are ideally suited for automated our end-to-end marketing performance management solution. It will enable Gannett to better align its objectives with those of its clients, while optimizing inventory and audience insights across all media assets to drive incremental revenue and client value.”
Gelles said that AMIS enables companies to manage marketing investments in the same way they would manage their supply chain. The system demonstrates the business value of marketing by adding quantifiable measures of accountability to the marketing group. AMIS captures marketing information across media, consumer, competitive, industry and sales data normalized into a unified data set to provide understanding of return on marketing investment in an automated way.