ISBA announce strategic partnership with Ebiquity to improve industry standards in marketing effectiveness and attribution

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Today ISBA has announced that it will be working with Ebiquity via the establishment of a strategic partnership to drive the effectiveness and attribution agenda on behalf of its membership, as published today in Campaign.

The partnership is one of a select few that ISBA have established with relevant suppliers to help deliver the ISBA agenda. Marketing effectiveness is a key item on the ISBA manifesto.

One of the first major projects Ebiquity will undertake as an outcome of this partnership is an assessment of the various effectiveness models in the marketplace. The aim is to reveal insights, educate ISBA members and raise industry standards, to help both ISBA members and Ebiquity clients ensure that they can achieve accountability of their marketing investments.

The strategic alliance, which is planned to be the beginning of a long-term relationship, will offer ISBA members leading insight into effectiveness in the media and marketing space.

Much of the work undertaken will be led by ISBA’s Insight & Effectiveness Steering Group, chaired by Matt Stockbridge from Mondelez.

Commenting on the partnership, Director General of ISBA, Phil Smith commented “Improving effectiveness and ROI for advertisers is one of ISBA’s key goals and is set out in our manifesto. We believe our partnership with Ebiquity will important in achieving this and we look forward to delivering more insight and knowledge to our members.”

Michael Karg, CEO of Ebiquity, said “As the pressure for accountability of marketing investment increases, evidence-based marketing is becoming critical for today’s marketers. We are very pleased to be entering into a strategic partnership around Marketing Effectiveness with ISBA, which will enable us to jointly elevate knowledge levels, develop innovations and formulate standards for the benefit of ISBA members and our clients.”

Matt Stockbridge, Mondelez said “In my role as Chair I am really pleased about this partnership. It’s so important that the Insight & Effectiveness Steering Group benefits from the input of industry leaders and experts to help us move the industry forward.”

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