ThinkVine Enhances Industry-leading Marketing Mix Optimization Software With Media Behavior Institute's USA TouchPoints Insights

CINCINNATI, Sept. 27, 2012 /PRNewswire/ -- ThinkVine, a marketing mix optimization software company, and Media Behavior Institute, an independent research company, today announced a new partnership designed to provide marketers with more detailed consumer insights to help make better-informed, strategic decisions that achieve the best return on their marketing spend. ThinkVine will leverage the data from Media Behavior Institute's USA TouchPoints service, a syndicated consumer insights and cross-platform measurement tool, to deliver richer, forward-looking information to support marketing planning and execution.

"Increasing market complexity with the explosion of new media channels, accompanied by a deluge of data, has left marketers overwhelmed with how to make better informed marketing decisions," said Damon Ragusa, ThinkVine founder and chief strategy officer. "The combination of ThinkVine's robust ThinkAhead Technology and the granular behavioral insights derived from USA TouchPoints enables companies to integrate their customer and market data in smarter ways to align marketing budgets with actual consumer behavior and take action to optimize their marketing mix."

USA TouchPoints provides detailed behavioral insights into how consumers lead their daily lives in terms of where they are, who they are with, what they are doing, how they feel and which media they use or are exposed to throughout the day in half hour increments for an entire week.  The resulting data is unique in its scope and granularity and is nationally projectable.  

Jim Spaeth, CEO of Media Behavior Institute said, "Combining ThinkVine's ThinkAhead Technology with USA TouchPoints will result in marketers having a uniquely comprehensive and consumer-centric view of how to define the most effective use of resources to achieve their goals.  By leveraging the contextual insights to how consumers lead their lives and consume all media in relation to each other, these data can take integrated marketing planning to the next level."

ThinkVine is recognized as a Leader by Forrester Research, Inc. in The Forrester Wave™: Marketing Mix Modeling, Q3 2011. Forrester named ThinkVine a Leader and scored it the highest rated Current Offering in the space because of its innovative, agent-based approach to mix modeling and its robust technologies.  According to Forrester, "ThinkVine's biggest strength is its focus on modeling how a group of consumers actually behaves when exposed to a communication or a promotional or a social activity."

The USA TouchPoints service is used by most major media agencies including Optimedia, Starcom, MediaVest, Mindshare and others as well as media owners such as ESPN and Turner Broadcasting.

SOURCE ThinkVine