MUMBAI: Mudra’s specialist interactive unit Tribal DDB India has launched two innovative media tools. The tools, Maximised Online Reach Index (MAORI) and Instant Click Analyzer (INCA), will not only help in better campaign reporting analytics, but also in maximising reach potential for internet based campaigns.
Mudra Marketing Services chief executive officer R Lakshminarayanan said, "Tribal DDB India has really made a breakthrough by developing an innovative product. These new tools will not only instill confidence in the clients for the growing medium, but also develop a new approach to monitor content on the web. By combining online marketing support and monitoring the impact, we hope to give the end users a very positive experience."

 
 
Tribal DDB India country head C V S Sharma said, "The idea stemmed from the need of first time advertisers on the Internet to have a better understanding of campaign deliverables and ROI possibilities. Our media cell did some path breaking research and using the power of technology and huge data of learning’s that we have had from our past campaigns came out with the tools MAORI and INCA."

Tribal DDB India media director Sandeep Hejmadi said, "We are focused on delivering better impact for our clients for their online campaigns. These tools will not only help us do that but also will help our clients appreciate the medium better."

Maximised Online Reach Index (MAORI) gives an idea to a client as to how Internet is a critical part of the media mix. It arrives at the Online Reach Index through the input of three key parameters geography, age and budget. Based on the target group, it gives a media plan containing sites surfed by that TG and their usage pattern online. The plan is a blend of high response ad units (based on learning’s from historical data) and sites, which help to increase, reach within the specific TG.
Instant Click Analyzers (INCA) generates real time click updation. For some sites ROI measurement is basis clicks v/s impressions delivered; hence the impression v/s click tracking becomes paramount.

However places where ROI is measured purely on clicks (where space is contracted and not impressions), Tribal DDB India's second tool INCA’s advantages kick in with instant results. It provides simplified reports, where the client at a glance can summarise his campaign status.