MEC Global Follow Update

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MEC announces the launch of CookieCutter™

May 7, 2013


MEC a leading global media agency today announced the launch of CookieCutter™, a proprietary data platform designed to cut through massive amounts of cookie-level data to uncover the true value of digital media for marketers. “Every day, more and more marketers are struggling to understand the true impact digital channels have on their sales,” commented Theresa LaMontage,Head of Analytics and Insight, MEC. “The digital ecosystem is immensely complex, and last click methods have proven insufficient in maximizing the ROI of digital marketing campaigns. CookieCutter™ is game changing in its ability to distill cookies into meaningful, results-driven insights and information.”

For several years, marketers have addressed digital attribution by using third party vendors, with limited involvement from media agencies to ensure quality data output. With no standard attribution methodology, a “one-size-fits-all” approach is employed by vendors, leaving no room for flexibility or customization based on marketers’ unique needs.

The launch of CookieCutter™brings digital attribution modeling into a media agency environment, effectively centralizing data management and laying the foundation for a more holistic media planning process.

CookieCutterTM is designed to process millions of cookie-level records sourced from marketers’ various digital data sources in a matter of seconds. The data is then synthesized in MEC’s statistical modeling environment. The results from these models reveal which consumer touchpoints are most important through the digital media mix journey.

The methodology for this proprietary platform is grounded in sophisticated modeling techniques which quantify digital ad exposure while controlling the interaction between online and offline channels.

LaMontagne added, “With an increasing number of clients expressing the need to quantify digital media’s ROI, there’s been an explosion of digital attribution vendors. We recognized this as an opportunity to provide a new, scalable and adaptive solution that takes the nuances of a marketer’s business into account. At MEC, we believe in a consultative approach to supporting a business’ budgeting decisions; CookieCutter™ is a manifestation of this approach. We have invested in expert digital data specialists and statisticians who work hand-in-hand with our planners and clients to provide more streamlined reporting and faster recommendations to improve the actionability of results.”

“What makes CookieCutter™ different from competitive platforms is that our technology is designed to support our approach,” said Marla Kaplowitz, CEO of MEC North America. “It is fast, yet flexible. It’s not simply producing canned results;the platform is designed to produce analytics datasets which allow our integrated teams to build truly tailored solutions to answer our clients’ evolving objectives. We are thrilled to officially offer this best-in-class attribution to clients across MEC’s portfolio to ensure we are maximizing the ROI of their media investments.”

The launch of CookieCutter™ represents MEC’s continued comittment to providing clients a clear competitive advantage with consumer data-centric media planning and thought-leadership.