John St. introduces Livemetric measurement service
By Adnews Staff
John St. of Toronto has introduced a new consumer measurement service called Livemetric. The service is intended to provide clients with an overview of the outcomes of their various marketing activities. According to the agency, it makes use of "traditional brand tracking" along with online behavioural metrics such as social media activity. The goal is to allow users to understand the links between offline brand awareness and online exposure.
"The consumer journey is ever more important in today's world of cross-media pollination and consumer multi-tasking," said Arthur Fleischmann, president of John St. "Brands are beginning to understand how their customers, who are vocal on social media platforms, can help amplify their communication campaigns. We see a change, that it’s consumers who help drive successful marketing versus brand owners, and this is essentially the new holy grail of marketing."