Ground Control Data, a trans-Tasman provider of data-driven marketing solutions, and Marketing Evolution, a New York-based company specialising in generative marketing attribution, have formed a strategic partnership to launch people-based marketing attribution in Australia and New Zealand.
Marketing Evolution’s technology offers person-level omnichannel media analytics, using predictive intelligence to fill in the missing measurement gaps and enabling holistic measurement and forecasting without historical data.
Stephen Williams, CEO of Marketing Evolution, said with an increasingly complex buyer journey, it’s safe to say that Marketing Mix Modelling and multi-touch attribution techniques can’t keep up.
"New tools are needed. We love that Ground Control Data already has an ecosystem of platforms and expertise to help clients attract and retain business and optimize their marketing," he said.
"They have the know-how and progressive mindset to educate the marketing ecosystem about GenAI’s capabilities to address challenges with optimizing marketing investments in today’s dynamic environment. They are an ideal partner to help us take our innovative generative marketing attribution approach into APAC markets.”
Ground Control Data offers a suite of technology to help advertisers and agencies better understand, optimise and predict marketing outcomes. They are based in Melbourne and Auckland with clients across APAC and beyond. Ground Control’s clients include financial brands, export marketers, government entities, and agencies (holding group, consultancy, and independents).
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.