About Us

History

Marketing Evolution was founded under the premise that companies systematically taking advantage of advanced marketing impact analytics would reduce risk, drive a much clearer and higher ROI, and generate a competitive advantage. Given the dramatic changes and increased complexity across the media landscape, the ever-increased importance of digital marketing, and an increasingly unmet need for timely, actionable ROI analytics, Rex Briggs founded Marketing Evolution in 2000.

Based on the work being conducted at Marketing Evolution, AdWeek named Rex Briggs one of the dozen “Best and Brightest” in Media and Technology. BrandWeek labeled him one of the people to “watch and learn from”. The Industry Standard called him a “data god”. With these accolades, it was no surprise that Marketing Evolution quickly became the leader in cross-media ROI analysis.

The key point of differentiation is a fundamentally more advanced approach to isolating and measuring the impact across media and marketing levers than brand tracking and historical statistical analysis (often called marketing mix analysis). Marketing Evolution’s unique value proposition attracted a “who’s who” list of blue chip clients in Consumer Packaged Goods, Automotive, Entertainment, Business to Business, and Retail, all of whom wanted more than a directional marketing ROI report card. It attracted marketers that wanted to manage their marketing decisions with the near real-time, granular, highly actionable insights generated from Marketing Evolution’s ROI approach.

By 2003, The Interactive Advertising Bureau and the ARF had recognized the benefits of Marketing Evolution’s approach, and had adopted it as best practice to measure the role of digital media in the media mix. A series of studies by Marketing Evolution called Cross Media Optimization Studies (XMOS, for short) paved the way for a deeper understanding of digital media. In 2006, Rex Briggs summarized the philosophy and approach taken by Marketing Evolution as he co-authored the book What Sticks. The book drew from Marketing Evolution’s analysis of more than $1 billion dollars in campaigns from over three dozen top tier marketers, and pointed out where waste in marketing was occurring, and how to fix it. Advertising Age named What Sticks the #1 book in marketing that year, and the most important book in advertising effectiveness in over a decade. On CNN, Marketing Evolution’s work to quantify and improve marketing ROI was praised as a breakthrough. Business Week referred to the work of Marketing Evolution as fundamentally changing marketing.

For those spending millions of dollars on marketing that want the best insights to drive ROI improvements and can’t risk getting measurement wrong, Marketing Evolution has become the leading provider of measurement and software to plan, monitor and optimize marketing.

Ultimately, Marketing Evolution has defined its success by how much it helps clients improve their bottom line business results through the application of insights drawn from ROI measurement. The Company’s ROI platform (known as ROMO – Return On Marketing Objectives) is distinguished from competitors by its recognized leadership in consultative interpretation of the data, tangible and actionable insights, and business processes that deliver improved ROI. The underlying methodology is a patent pending approach that allows marketers to answer questions about advertising and marketing effectiveness that they couldn’t answer five years ago. A key element of our strategy has been the thoughtful construction of a team that is peppered with media and research experts as well as PhDs and MBAs with a strategy and management consulting background, which enables us to truly drive business insights and results for our clients, not just numbers. As a result, the Company is building a loyal following among clients. Marketing Evolution now has offices in El Dorado Hills, where it was founded, New York, Boston and Los Angeles and has conducted Marketing ROI work in more than thirty countries for more than 100 leading brands.