Marketing technology company Mass Minority is carving out its multi-patented marketing intelligence platform, BAM, into a standalone company based in Austin, Texas and Toronto, ON
The business intelligence development company has patented its cloud-based marketing analytics platform that is capable of monitoring marketing efforts across all paid, earned, and owned marketing channels. BAM uses technology to monitor marketing performance against real-time consumer behaviour, determining brand efficacy and marketing effectiveness within specified brand categories.
The information system then distills the data into a single brand attraction score, as well as creating individual scores across metrics for sales performance, web attraction, paid media effectiveness and efficiencies along-side brand efficacy, ranking and analysis, brand portfolio management, and more.
This new move is being supported through a Series B funding round that will be used to automate and scale the user experience in desktop and mobile, with a lens on AI for predictive analytics reporting.
Mass Minority said in a release that it brought together a team of data scientists, mathematicians, statisticians, and market analysis experts to invent and validate BAM’s marketing effectiveness and brand efficacy.
“Our clients call it their unfair advantage that guides them to winning positions in their markets with comparable, easy-to-understand, actionable reporting,” said Mass Minority chief executive officer Brett Channer. “Coming from leadership roles in creative-based agencies, I could no longer look clients in the eye and tell them what was working and not working. This drove me to assemble the science team that helped invent an unbiased inflight contribution to the ROI platform that puts the control back into marketer’s hands. At Mass Minority, better ROI for clients has been our single-minded unit of value and our BAM technology is a result of that focus.”
According to the company, BAM has helped Mass Minority clients achieve significant double-digit growth and improved ROAS (return on ad spend), with better overall marketing ROI (return on investment).
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