Accreditation for correlated outcomes validates tying marketing events to business outcomes
Epsilon today announced that Epsilon PeopleCloud Digital Media Solutions (DMS, formerly known as Conversant) is the first offering to be accredited by the Media Rating Council (MRC) for correlated outcomes—a metric defined as an event (i.e. purchase, action, etc.) connected to an underlying ad served—across display and video advertising on desktop, mobile web and mobile in-app. The recognition validates the ability of Epsilon PeopleCloud DMS to tie online and offline marketing events to business outcomes. MRC accreditation also confirms that the calculation and reporting of those metrics are valid and reliable.
The rigorous accreditation process evaluated the correlated outcome, tracked ads, and rendered impression metrics available through Epsilon PeopleCloud DMS along with internal procedures in areas that included first-party onboarding, data flow to reporting and the detection of defined outcomes.
“MRC accreditation is a reflection of Epsilon’s dedication to the highest level of quality and performance transparency, giving marketers complete confidence that they are driving business outcomes that really matter,” said Chad Peplinski, Chief Media Officer at Epsilon. “We’ve cleared a high bar to validate our ability to accurately measure client performance and tie it back to their marketing efforts. Now, the entire industry has the validation that Epsilon provides accredited, accurate, and unbiased measurement of correlated outcomes.”
“We congratulate Epsilon for meeting the standards required to gain MRC accreditation for its correlated outcomes measure,” said George W. Ivie, Executive Director and CEO of the MRC. “In offering the first metric to be accredited by the MRC that connects a digital advertisement to a defined consumer event, even if that subsequent event occurs offline, Epsilon PeopleCloud DMS has provided a view into future directions for measurement.”
About Epsilon PeopleCloud DMS
Epsilon PeopleCloud DMS is one of six modular offerings that form Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency. It is the only offering in the integrated suite to be accredited by the MRC. Epsilon PeopleCloud is powered by Epsilon’s CORE ID, Onboarding, Data and AI. CORE ID is anchored in transactional and deterministic data, making it the industry’s most stable and accurate identity offering. The power of CORE ID allows marketers to follow their customers along the path to purchase and match transactions back to more than 200 million privacy-protected customer profiles.
“We chose to work with Epsilon because of their integrity,” said Stephanie Davidson, CMO at Bar Louie. “We have a high level of trust in the data Epsilon provides, and they work hard to understand Bar Louie and our goals—both our long-term strategic plan and short-term initiatives. Because of this, we have been able to develop campaigns that reach the guests that matter the most to us and drive predictable sales. We think the best is ahead of us, and we’re just getting started.”
According to a study of 200+ marketing and customer data decision-makers conducted by Forrester Consulting on behalf of Epsilon, 52% of respondents noted that proving performance and measurement of customer marketing is among the top challenges their organizations face with using and activating their customer data. According to the report, “Measurement ultimately sits at the heart of brands’ efforts to effectively choose the next best message to move customers through their buying journeys. Without the right data to base decisions on, brands risk delivering ineffective marketing and poor customer experiences.”
Epsilon is trusted by more than 3,000 brands across industries to deliver proven outcomes. The company delivers 98% of all impressions to a people-based CORE ID while maintaining a less than 1% invalid traffic, as measured by Integral Ad Science.
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About Epsilon
Epsilon is the leader in outcome-based marketing. We enable marketing that’s built on proof, not promisesTM. Through Epsilon PeopleCloud, the marketing platform for personalizing consumer journeys with performance transparency, Epsilon helps marketers anticipate, activate and prove measurable business outcomes. Powered by CORE ID®, the most accurate and stable identity management platform representing 200+ million people, Epsilon’s award-winning data and technology is rooted in privacy by design and underpinned by powerful AI. With more than 50 years of experience in personalization and performance working with the world’s top brands, agencies and publishers, Epsilon is a trusted partner leading CRM, digital media, loyalty and email programs. Positioned at the core of Publicis Groupe, Epsilon is a global company with over 8,000 employees in over 40 offices around the world. For more information, visit epsilon.com. Follow us on Twitter at @EpsilonMktg.
About MRC
The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.