Scientifically substantiate which half of your advertising works

							Scientifically substantiate which half of your advertising works with MBTS®

Now, more than ever before, accountability and ROI are vital for advertisers, marketers, media agencies and media owners. The Media and Business Tracking Solution (MBTS®) assists the advertising and marketing industries by scientifically linking communication spend to transactional data. MBTS® accurately tracks and ranks advertising spend across all media types, categories and regions, linking the data back to actual sales, or lack thereof. Driving MBTS® is CEO Francesco Mariola, whose credentials include being a founding member of GloCell, Southern Africa"s largest independent cellular retailer, a multi-billion rand cellular business. “As Group Advertising, Marketing and Sales Director I was responsible for buying and placing my own media. I soon realised that different media types produced vastly different sales results, impacting heavily in other areas such as stock, distribution and cash flow.” Francesco began creating a business management solution that would give him clarity over every operational facet of his business and simultaneously qualifying all marketing spend. In April 2007, after selling out of GloCell, Francesco founded MBTS® and has since dedicated all his efforts on system development, functionality, testing and getting to market. MBTS® contracted KPMG to define and develop the business requirements, as well as the system’s functional specifications. The solution is built on a solid platform that conforms to international standards and is patented globally through Spoor & Fisher. Although it has only recently been taken to market, MBTS® has already started engaging with leading blue chip clients within Banking, Retail, Telco, Cellular, FMCG, Automotive and Petroleum sectors. MBTS® has been welcomed by advertisers and leading media agencies as it compliments their effective role by evaluating campaigns based on actual delivery which improves results, media selection and overall efficacy. Furthermore, where existing media tools take media agencies, strategists and planners to an implementation phase; in effect they remain unaware of what part of the media has actually been effective for their clients specifically - or not - and oblivious to what impact it has actually had on an advertiser’s business. The executive team is made up of highly skilled and experienced individuals, relevant to MBTS®’s business sectors. André Hübner has extensive advertising and marketing experience, previously MD of Red Nail and Two Tone, now Business Director of MBTS®. Luisa Belter, ex-MD of MindShare and Head of Telmar - Western Europe, recognised as an international media and communications specialist, is now the Research and Development Director. Dr Frans Venter, a leading international

physicist and mathematician is the Technical Director. Christo Luüs, formerly ABSA’s Chief Economist, heads a team of business analysts. Francesco adds: “MBTS® has recently entered into discussions with global players who have recognised some exciting opportunities, which will potentially see MBTS® licensed and made available worldwide.” MBTS®, its algorithmic formulae, calculations and methodologies have been verified by an independent academic institution, based in Sweden. Business Director of MBTS®, André Hübner says: “The data also assists advertisers and marketers to work more effectively with their media agencies. By identifying "good delivery" media placements, advertisers and their agencies can plan more efficiently and make more informed decisions.” Being web-based, multiple users log on daily to view their business results. MBTS® identifies media wastage, determining the point of diminishing returns for an advertised product. The system also measures the impact of competitor activity and defines results by regions, product, category and media type. MBTS® is user-friendly, cost effective and requires limited training. The monthly license fee is scalable depending on the client’s requirements, and pays for itself many times over. After seven years of development, MBTS® is proud to deliver its solution to local and global markets. For more on MBTS, visit www.mbts1.com or click here. (Created: 27 Oct 2008) Print | Close this window