(L-R Tiffany Martinez, Shebani Patel)

Two new MFour team members will help the company keep up with clients’ growing demand for research analysis and ensure that their projects run smoothly from conception through execution.

Tiffany Martinez arrives as a Senior Research Consultant, bringing more than nine years of consumer insights and market research analytics experience. Most recently she was with Live Nation Entertainment for four years, conducting fan intelligence research.Tiffany holds a Bachelor’s degree in Political Science from Loyola Marymount University. She likes Disneyland and is a music fan who enjoys concerts and festivals.

Shebani Patel joins the Client Services team as a Project Manager. Her previous career stops include the National Research Group, where she was a Fieldwork Specialist, and the Walt Disney Studios, as a member of its International Marketing team. Shebani earned a Bachelor’s degree in International Relations with an emphasis in Global Marketing from the University of Southern California and continues to be an avid fan of the USC football team. Her interests also include snowboarding, scrapbooking and sewing. 

MFour Introduces Digital Brand Studies for Validated, Non-Inferred Advertising Metrics

Finally, a Mobile-First Digital Ad Measurement Solution Built for the Smartphone Era

Irvine, CA: MFour Mobile Research, the recognized leader in GPS survey technology and consumer data, introduces Digital Brand Studies, bringing a much-needed mobile-first approach to ad-effectiveness measurement for digital advertising.

Mobile advertising now accounts for 70% of all digital spending, per eMarketer. Digital Brand Studies obtain fast survey feedback from actual, exposed mobile consumers, enabling brands and agencies to assess lift, awareness and intent to buy using deterministic data, not probabilistic modeling.

The difference-maker is MFour’s carefully-profiled, first-party consumer panel – 2.5 million U.S. consumers who use the Surveys On The Go® mobile research app. They provide reliable representation of key mobile audiences digital advertising campaigns need to reach, including Millennials, GenZ, Hispanics and African-Americans.

“Until now, digital ad measurement has been directional at best, focused on desktops rather than smartphones despite consumers' massive shift to mobile,” said Chris St. Hilaire, MFour’s co-founder and CEO. “Brands are shifting ad spend to mobile because they know that’s where consumers are. Digital Brand Studies don't just guess. They provide accurate, validated metrics. Measuring ad effectiveness doesn’t have to be like reading tea leaves anymore.”

Here’s what users of Digital Brand Studies can expect:

• MFour’s all-mobile panel and cross-platform approach registers mobile ad exposures and desktop exposures.

• Interview two demographically matched audiences of at least 100 consumers each: an exposed test group and an unexposed control group.

• Real-time reporting enables in-flight optimizations of ad campaigns.

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• Choose a turnkey solution that includes impact analysis, or a custom solution for more in-depth analysis and attribution.

 Digital Brand Studies cost $5,000 for the standard option and $12,000 for a Plus option adding crosstabs, data analysis and custom attribution metrics. To learn more, contact solutions@mfour.com.