Will Scully-Power


Micorsoft & Mediabrands join forces to centralise marketing data
June 25, 2009, 7:32 am
Filed under: Datarati | Tags: , ,

MediaBrands

Microsoft and Mediabrands, the media division of Interpublic Group of Cos. that counts Microsoft as a major ad client, are collaborating to build a software system that marketers can use to track everything from search advertising and e-mail newsletters to CRM systems to TV buys in one place.

The logic is that too many of the tools used today to analyse and execute those various marketing functions don’t “talk” with one another, which creates inefficiencies and clouds decision-making.

Microsoft’s goal is to create a single platform to do so.

Microsoft and Mediabrands are calling the software platform the Media Operations Management System — and they’re certainly not underselling what they envision the final product to be. The announcement touts it as “intended to reinvent the way media is planned, purchased, measured, reported and optimised.”

More: http://adage.com/digital/article?article_id=137497

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