Joining Google in the analytics game, Yahoo has announced the release of a service that is intended to evaluate the offline sales impact of their online marketing efforts. The program is called Marketing Management Analytics (MMA) and will offer assessment tools that it said can help marketers compare online programs on Yahoo with ad campaigns on other media, then giving recommendations to optimize media spend. This type of analytics is quite different from the recent Google/Urchin offering, however it ties in an interesting element that may well be lacking from Google Analytics. Yahoo says the use of marketing mix modeling and other mathematical models give it’s new service the data needed to help customers make these valuable decisions.

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