New solution for tracking advertising effectiveness

MBTS is supposed to be user-friendly, cost-effective and to require limited training. The monthly license fee is scalable, depending on the client's requirements. Being web-based, multiple users log on daily to view their business results. MBTS identifies media wastage, determining the point of diminishing returns for an advertised product. The system also measures the impact of competitor activity and defines results by regions, product, category and media type.

The executive team of MBTS consists of:

• Business director André Hübner, previously MD of Red Nail and Two Tone
  
• Research and development director Luisa Belter, ex-MD of MindShare and head of Telmar - Western Europe and recognised as an international media and communications specialist
  
• Technical director Dr Frans Venter, a leading international physicist and mathematician
  
• Christo Luüs, formerly Absa's chief economist, heads a team of business analysts

Comments Hübner, “The data also assists advertisers and marketers to work more effectively with their media agencies. By identifying 'good delivery' media placements, advertisers and their agencies can plan more efficiently and make more informed decisions.”

MBTS, its algorithmic formulae, calculations and methodologies have been verified by an independent academic institution, based in Sweden.

How MBTS came about

Mariola was a founding member of GloCell, reputedly southern Africa's largest independent cellular retailer, a multi-billion rand cellular business. He explains, “As group advertising, marketing and sales director, I was responsible for buying and placing my own media. I soon realised that different media types produced vastly different sales results, impacting heavily in other areas such as stock, distribution and cash flow.”

Mariola began creating a business management solution that would give him clarity over every operational facet of his business and simultaneously qualifying all marketing spend.

In April 2007, after selling out of GloCell, Mariola founded MBTS and has since dedicated all his efforts on system development, functionality, testing and getting to market.

MBTS contracted KPMG to define and develop the business requirements, as well as the system's functional specifications. The solution is built on a platform that conforms to international standards and is patented globally through Spoor & Fisher.

Although it has only recently been taken to market, MBTS has already started engaging with leading blue chip clients within the banking, retail, telco, cellular, FMCG, automotive and petroleum sectors.

Mariola adds, “MBTS has recently entered into discussions with global players who have recognised some exciting opportunities, which will potentially see MBTS licensed and made available worldwide.”

For more, go to www.mbts1.com.