The Advanced Marketing & Media Group will develop an advertising performance measurement system that Gannett 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 company’s AMIS platform 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.
