Google launches Marketing Mix Model Partners program for comparing channel performance

Google has launched a partner program for marketing mix modeling vendors to integrate Google data into their solutions. Launch partners include Marketing Management Analytics, Neustar MarketShare and Nielsen.

Partners gain access to Google display, search and video campaign data in a standardized format. The data can then help advertisers compare Google campaign spend and performance to other channels, such as TV, print and other digital platforms.

The Marketing Mix Model Partners program is designed to ensure advertisers can accurately measure the ROI of their digital investments and confidently understand the digital drivers of ROI to improve returns year-over-year.

Training and technical support is also available to partners as part of the program.

Facebook launched a similar program in January after initially announcing the effort in September. Nielsen, Neustar MarketShare, Analytic Partners and Marketing Evolution are among Facebook’s measurement partners with access to its marketing mix modeling portal.

“Through this partnership our advanced analytics models will incorporate more accurate, granular data, giving marketers a more complete understanding of the effectiveness of their marketing and how best to optimize their spend to improve future outcomes,” said Julie Fleischer, vice president, product marketing, marketing solutions, Neustar.