Crowdtap, in partnership with Dr. Joanna Seddon is proud to announce the launch of a new marketing metric that will enable marketers to evaluate media buys across any marketing channel or activity. For the past year, we have been working closely with Dr. Seddon and her team to create and validate a new metric that would help marketers with the complex challenges they now face as the variety of marketing channels and effectiveness of each continue to rapidly evolve.

Dr. Seddon is the former CEO of Millward Brown’s consulting practice and one of the country’s leading experts in connecting brand marketing with ROI. Over the past year, she and her team have worked to link the key success factors of marketing activity more closely with marketers actual returns with a particular focus on creating something that transcends a particular media channel or activity and creates a metric that helps marketers understand spend across all activities.

The result of the research is a metric called “Brand Influence”. Brand Influence is meant to replace outdated metrics like impressions that fail to factor in the quality of the impression. Marketers often use impressions (or more recently engagements) to calculate purchases across very broad marketing activities that are in no way equal. For instance, an impression is counted when someone walks by a billboard, chooses to watch a 60 second video in a friends Facebook feed or even has a 15 minute conversation after sampling a new product their friend gave them. Clearly, each of these activities contributes different levels of value for the brand.

Prior to Brand Influence, there was no metric that would allow brands to look at these types of marketing activities in a level playing field. With the launch of this new metric, we are very excited to announce that is no longer the case. In the report, we are providing our full methodology and approach and welcome others to utilize, integrate and help build on this new metric. Read more about the launch of this report from Fast Company or read and download the full report below.

Brand Influence Report