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Yahoo on Friday launched a service that will let companies advertising on its sites see how well their online ads are faring--and compare those numbers with their radio, television and print advertising campaigns.

Yahoo is partnering with Wilton, Conn.-based Marketing Management Analytics (MMA) to provide the new service. A Yahoo spokeswoman said a fee will be charged for the service, but declined to reveal the cost beyond saying the service would be "competitively priced."

Unlike offerings from Microsoft and Google that allow advertisers to see how well their online campaigns are going, Yahoo's service will let customers compare the effectiveness of online ads side-by-side with the effectiveness of their ad spending offline as well, said John Nardone, chief client officer at MMA, a unit of London-based Aegis Group.

The new service is based on econometric analysis that uses statistics to create a mathematical model of marketing situations. Thrown into the mix, ideally, are several years worth of data points for all the factors that are likely to influence sales of a brand or product--including different types of ads and seasonality of items and competition--that can be used to create a predictive model of sales, Nardone said.
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Read More / Source: News.com