MAM
Software helps ad, PR agencies demonstrate ROI
PITTSBURGH : H2, a leading integrated marketing and Internet solutions firm, is licensing proprietary new software designed to help advertising and public relations agencies demonstrate real return on investment (ROI) to their clients.
WebPerformer is the first tool of its kind to offer marketers and their clients a way to unite, analyse and understand all their online marketing efforts in one easy-to-read, graphical report. For the first time, search engine optimiation, e-mail marketing, web site traffic analysis and online advertising results can be viewed holistically, at the click of a mouse.
With WebPerformer, marketers can see a client’s e-marketing results month-by-month and even over the year. WebPerformer’s Search Engine Optimisation function shows marketers how a client’s web site ranks on every major search engine, demonstrating which search terms are high ranking and where rankings could be improved. Its online advertising analysis capabilities allow marketers to see how ads have performed, by campaign, and spanning the year.
The tool’s resource library and online newsletter keep marketers and their clients up on the very latest in online marketing news.And because WebPerformer is customised to reflect an agencies’ brand, PR and advertising agencies can increase value and strengthen client relationships.
Clients need to know they are getting a genuine return on their online marketing dollars, quickly and clearly. They don’t have time to weed through complex and often irrelevant data, or access several different analysis tools to uncover the answers they need. And that’s why WebPerformer was developed. It’s by marketers, for marketers and therefore clients can understand their progress instantly. Agencies and companies alike have been effectively using WebPerformer for over a year.
Brands
Acko CMO Ashish Mishra to exit in July
The digital insurer’s marketing chief, who helped build the brand over nearly five years, is heading for the exit.
Ashish Mishra is stepping down as chief marketing officer of Acko, with his departure confirmed for July. He remains in the role for now, and an official announcement from the company is expected shortly.
Mishra joined the digital insurance start-up in August 2020, making him one of the longer-serving marketing chiefs in India’s fintech and insurtech space. Over nearly five years, he played a central role in building Acko’s brand presence in the country’s fiercely competitive digital insurance market. More recently, he was closely associated with Acko Life’s Unmixed brand philosophy, a proposition built around pure protection products stripped of the investment components that have long complicated traditional insurance offerings in India.
Before Acko, Mishra spent over a decade at HSBC in a series of marketing leadership roles spanning the Middle East, including regional marketing manager for credit cards and advance propositions, brand and media manager, and marketing manager for retail banking. Earlier in his career, he worked on the agency side, serving as senior brand service manager at Lowe Lintas and as executive for brand communications at DDB Mudra Group.
His exit leaves Acko with a sizeable gap to fill at a time when the brand is pushing deeper into life insurance and doubling down on its direct-to-consumer positioning. Whoever takes the seat next will inherit a brand that Mishra spent five years building from the ground up. That is not nothing.
