Independently owned commerce marketing practice The Mars Agency has unveiled the newest generation of its Marilyn® Commerce Marketing Technology platform, which has been re-designed to give clients full visibility into the total business impact of their commerce-marketing activities.
The measurement methodologies available to commerce marketers have long been inconsistent in breadth, depth, and even taxonomy, making them inadequate for optimising investments across the retail landscape. The upgraded Marilyn platform seeks to solve those issues by giving clients a clear, consistent view of commerce marketing on brand growth, moving measurement beyond campaign-specific performance metrics like ROAS, or even ROI to evaluate the full financial contribution being made to the bottom line of their businesses.
The impact has been impressive: companies using the Marilyn platform have leveraged the richer insights they gain to optimise investments and improve their commerce marketing performance by an average of 21% year-over-year.
Jake Berry, EVP, General Manager of The Mars Agency and team lead of the Marilyn platform, said: “We’ve taken Marilyn’s industry-leading capabilities to an even higher level with new solutions that not only provide a complete understanding of performance but also make it easier for clients to access the information they need. The results aren’t just changing the go-to-market strategies of our clients — they’re changing the perception of commerce marketing in their organisations.”
The refreshed Marilyn platform aims to drive Total Business Impact through four key solutions, covering data management, measurements & intelligence, planning optimisation, and insights & analystics.
“Brands can’t afford to rely on inconsistent, vendor-reported data, and they can’t be satisfied measuring their performance by ROAS,” said Berry. “They need a single ecosystem that will help them standardise results, measure the Total Business Impact of their spend, and make smarter decisions. That’s exactly what we’ve designed the new Marilyn platform to do.”