This new funding will be used for continued product innovation, further expansion of the company’s marketing and sales departments, and to support its growing global customer base. Jeff Horing, co-founder and managing director at Insight Venture Partners, will join Marketing Evolution’s Board of Directors.

“Marketers are hungry for a better solution to planning, investing resources, and optimizing marketing,” said Rex Briggs, founder and CEO of Marketing Evolution. “We are proud of the quality and diversity of customers using our software today including Allstate Insurance Company, Carfax, Inc, Collette Travel, Cox Business, Famous Footwear, Regions Bank, and Monarch Casino (Atlantis).”

The company is defining a new category for customer obsessed marketing by pioneering “Person-Centric Business Decisioning” that combines measurement, insights, optimization, and execution, using person-level data and analytics. It helps marketers make informed decisions about connecting with customers, adds transparency, removes friction, reduces costs, and increases ROI. This enables companies to fully unlock the power of customer relationships and use insights to make the overall business more effective, efficient, and profitable.

“Marketing Evolution’s Person-Centric Business Decisioning is driving a new category, providing companies with the ability to translate their customer data into actionable business choices and strategies,” said Jeff Horing, managing director at Insight Venture Partners. “Marketing Evolution leverages millions of data points from hundreds of sources using the most advanced algorithms to extract person-level insights. It’s clear the company will continue to capitalize on the opportunity to define a new category and accelerate its scaling through product innovation and growth.”

The post Marketing Evolution Confirms $20.6 Million in Series B Funding appeared first on Mobile Marketing Watch.

The research, initiated by the Mobile Marketing Association in collaboration with several partners, included brands such as AT&T, Coca-Cola, and more.

The bottom line? Moving to mobile makes sense.

Briggs presentation argued that most marketers consider mobile “a second screen” or a “hybrid of local and digital” — but he says these views are wrong.

Mobile, Briggs argued, is a catalyst for:

1. A new relationship with customers
2. Hyper-local, context aware marketing
3. Big Data powered, one-to-one marketing
4. Real-Time, agile marketing

“Briggs showed the meaning behind the buzzwords by demonstrating the ROI Brain software,” according to a statement from Marketing Evolution. “Marketing Evolution’s ROI Brain is a cloud computer algorithm that analyzes billions of data points from consumer confidence trends, gas prices, weather, housing starts, Twitter, Facebook, Google search trends and more.”

In addition, Marketing Evolution incorporates a proprietary methodology of surveys to tens of thousands of consumers, who give double opt-in permission for all their sales, media patterns, ad exposures, social media likes, demographics, and other profile data to be recorded along with their brand perceptions and purchase intentions.

Briggs illustrated for conference attendees how they can upgrade all of their marketing initiatives — both online and offline. Using case studies, he showed how any major marketer can feed its marketing budget into the software to predict how much their sales, profit, and ROI would increase by changing media mix and approach to a more real-time and hyper-local approach to consumers.

To view a four minute video summary of Briggs’ presentation, click here.

The post Marketing Evolution: Avoiding ROI that's DOA Means Moving to Mobile appeared first on Mobile Marketing Watch.

Conducted with the assistance of Marketing Evolution, the study concludes that the optimized level of spend on mobile advertising for U.S. marketers should be, on average, seven percent.

Equally telling, perhaps, is that the analysis predicts it should increase to at least 10% over the next four years.

The study is just one component of the MMA’s new initiative “MXS,” which stands for Mobile’s X% Solution.

This is believed to be the first empirically based study of the rebalancing and optimization of a marketing mix to help marketers achieve a higher return on their marketing dollar investment, the MMA announced Wednesday.

“Media consumption habits are shifting towards mobile and it is our responsibility, as global marketers, to engage with consumers in the most meaningful way,” says B. Bonin Bough, Vice President of Global Media and Consumer Engagement at Kraft Foods. “At Kraft Foods, we’re committed to making a difference in mobile innovation, so I’m very pleased that the MMA is leading the industry with this valuable data.”

To have a closer look into more detailed data from the report, simply mosey on over to the MMA website by clicking here.

The post MMA Challenges Conventional Thinking on Mobile Marketing With Groundbreaking Initiative appeared first on Mobile Marketing Watch.