Mesh Experience Real-Time Experience Tracking, developed with marketing analytics firm Marketscience. aims to create consistent media metrics for comparisons between marketing variables and facilitates the measurement of marketing tactics.

The approach also aims to help explain long-term purchasing patterns by modelling base sales as “an evolving time-varying process in tandem with short-term effects”.

Fiona Blades, founder and president at Mesh Experience, said: “I’m excited to see our experience data contributing to improving marketing effectiveness. It’s all the more compelling that it provides credibility for chief financial officers.”

Dr Peter Cain, partner and co-founder at Marketscience, said: “Providing more clarity around the real science underlying marketing analytics is critical in these days of increasing focus on measurement.

“Incorporating Mesh’s experience data into our marketing mix approach plays an important role, helping to explain short and long-term marketing effectiveness.”