AIM Proximity launches Seventh Sense to measure integrated campaigns in real time
Aim Proximity has launched Seventh Sense, a proprietary tool that enables marketers to measure the effectiveness of integrated campaigns in real time.
Developed in New Zealand by AIM Proximity, Seventh Sense enables marketers to assess how their business or campaign is performing up to the latest second. The web-based dashboard offers a set of metrics to measure performance across a range of media including television, print, radio, outdoor, web-based, mobile, online displays and social media.
Tony Burt (pictured), Strategic Planning Director of AIM Proximity, says the toolhas been welcomed by marketers who are under increasing pressure tojustify their advertising spend and improve the effectiveness of theirmarketing dollar.
“We developed this tool to help marketers to assess how their businessor campaign is performing in real time. This is a huge advantage, asit means parts of the campaign can be changed when it is still live.Currently companies can spend a fortune only to find out once thecampaign has finished that some components didn’t work.”
It also eliminates the need for separate reports for each channel.
“Some clients have to deal with multiple reports for an integratedcampaign, while others aren’t receiving any reports at all in certainareas. We know that while 67 percent of companies run integratedcampaigns, only 12 percent are reporting back across all these channelsdue to the lack of suitable metrics,” says Burt.
Seventh Sense can measure at an industry, company, brand or campaignlevel and can be compared with previous campaigns or events.
Of particular interest is the Social Web module that monitors thedigital presence of a brand or campaign through Blogs and RSS feeds. Seventh Sense has access to the largest content library of this type,with more than five million new entries per day and over one billionstored entries. Specific content can be targeted and added based onclient needs. A separate Twitter module allows clients to accesschatter and compare search terms on this social medium.
The module can pinpoint those in the online space who have the most influence on a brand or campaign.
The Google Analytics module can be overlayed with media plans to seethe overall influence of paid marketing on site traffic, and users canmanually enter in events (such as PR, news stories, social mediacommentary) to determine the influence these have on the brand.
Client-specific customised contact points such as call centre volumes or customer service channels can also be incorporated.
The first phase of Seventh Sense has already been adopted by a numberof companies, and new modules are currently under development to expandthe offering of the tool in the future.
“Other products on the market do not offer the breadth or depth ofanalysis and reporting that Seventh Sense does, and often not in realtime,” says Burt.
“Aim has always stood for campaign measurement and now Seventh Senseenables us to speed up the whole process, giving marketers the abilityto adjust elements of a campaign while it is still live and improvingthe effectiveness of the marketing dollar.”
6 Comments
I think I need to throw up, Google for these tools, they already exist and are quite mature…perhaps with all this ability to measure adv agencies can work on a sales commission basis
8:57 – I think you’ll find a few differences. The ones you can find out there aren’t built for the NZ market (this is a custom build) plus they’re a lot more expensive.
“Plus they’re a lot more expensive?” That’s interesting. So you’re going to charge clients for telling them what results their campaign delivered. That’s novel. Bet that will go down well. Be sure to tell us what they had to say about that.
That’s right stick with Google Analytics buddy. It’s all you can probably cope with.
Hi Dave. Haven’t you got work to get on with?
Well after their CEO leaving, they’ve got to have something to distract everyone with. Admittedly, it’s not much of a distraction.