Electronic Arts has announced that they have launched a comprehensive insights suite for telling marketers about data in and around EA games. This cross-platform tool is designed to pull together campaign performance, brand impact, social buzz, and ROI, across all platforms on the EA network.
“One of the biggest challenges for marketers is comprehensively evaluating and learning from their investments across disparate audiences, platforms and content,” said Elizabeth Harz, Senior Vice President of EA’s Global Media Sales team. “Our insights suite is the solution. For the first time, our partners will have actionable insights as a result of their marketing communications to key audiences across all of our content and all of platforms. I can’t wait to get this into our partners’ hands.”
This insights suite will be based on technology from nPario. The company is a specialist in providing data products and services that enable companies to understand and market consumer commercial intent, and EA is looking to tap that to measure the efficacy of their interactive entertainment advertising and digital advertising overall.
“As consumers embrace emerging entertainment platforms, reaching them with the right message, on the right channel and at the right time becomes even more challenging for advertisers,” said Bassel Ojjeh, President and CEO of nPario. “Leveraging nPario technology, EA’s insights suite, with the multi-platform, real-time, actionable insights it delivers, takes the complexity out of today’s fragmented multi-platform world, and turns it into an opportunity to improve advertising effectiveness and measurement.”
