SYS-CON MEDIA Authors: Kevin Benedict, Rich Waidmann, Pat Romanski, Michael Jannery, Javier Paniza

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Performics Re-Aligns Performance Marketing Offering to Match Cross-Channel Client Needs

Performics, a division of ZenithOptimedia and the Performance Marketing specialist within Publicis Groupe, today announces the expansion and re-alignment of their service offering. Performics’ updated structure will deliver more holistic cross-channel strategies and activation plans that drive down the cost of biddable media while increasing client’s return on investment.

In today’s digital landscape, relevancy and data management matter more than ever and this new structure will capitalize on those growth areas. This pushes well beyond paid digital media and brings a unique Performance lens to earned, owned and paid channels.

Practices are now identified as:

  • Planning & Insights
  • Performance Content
  • Performance Media
  • Analytics & Technology

This organizational shift is modeled after the agency’s most efficient client relationships—those that seamlessly integrate between media channels and break down traditional silos within the client organization.

In a recent report from Forrester Research entitled, “Organize for Digital Intelligence,” lead author James McCormick discusses the secret sauce to digitally intelligent organizations as the collection, sharing and activation of data. “Digitally intelligent firms all have one thing in common — a laser focus on analytics...” Performics’ model drives all their clients to a state of digital intelligence, through continuous real-time optimization across channels that drives greater return and additional revenue streams.

“Performics truly has a relentless approach to driving results,” states Performics’ Chief Executive Officer, Michael Kahn. “This shift will unlock talent, process and innovation in a purposeful way to not only react to our shifting environment, but anticipate continued change and adapt as a fluid organization structured around a singular goal—Performance.”

A Practice of Performance:

The integration of these practices is paramount to the value they drive. To illustrate, the Analytics & Technology team will provide underlying behavior data that powers audience profiles and holistic strategy by the Planning & Insights team. That group in turn leads the way for an integrated media activation plan to delivers audiences and an optimized content plan to drives actions from the Performance Media and Performance Content teams, respectively.

A Client Solutions team coordinates all of this work, owning client relationships and ensuring alignment with brand strategy while Analytics & Technology continues to offer real-time measurement and optimization opportunities to move the needle for every project or program.

“Optimization is a part of our culture and embedded in our business practice,” adds Kahn. “It is no surprise that we must continually optimize our business structure as well. We are energized by the new opportunities we are bringing to our clients every day.”

About Performics

Performics is a global performance marketing agency for the world’s most respected brands. The agency activates data to motivate participation, drive performance and optimize for action across paid, earned and owned digital channels. Founded in 1998 and headquartered in Chicago, the Performics network is active across 32 countries. Performics is a ZenithOptimedia company and the performance marketing specialist within Publicis Groupe. www.performics.com

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