Critical Mass Launches Multi-Channel Measurement Group Called Marketing Science

CALGARY, Alberta & CHICAGO – Critical Mass (, a digital marketing agency and unit of Omnicom’s Star Marketing Group (, announced the launch of a new multi-channel measurement group aimed at driving accountability for marketing initiatives.

As more dollars shift to digital, with options for spend across all consumer touch points, a key area of focus for brands and agencies alike is proving their marketing efforts actually work. Critical Mass’ new Marketing Science group focuses on gathering insights to improve marketing and experience effectiveness through development of measurement strategy, KPI frameworks, and multi-channel data aggregation and analysis.

According to Shaina Boone, Group Marketing Science Director, Critical Mass, the team’s primary focus is to understand “the why” behind the data—across the breadth of marketing channels—in order to optimize and achieve long-term business goals.

“We believe in analysis, not reporting,” said Boone. “Rather than simply focusing on objectives and results over a finite period of time, we ask questions that get to the root of causality: Why did an initiative do better than expected? What did the consumer do differently and why? This information helps with planning and optimization as we continue to improve the success of our clients’ marketing initiatives,” Boone added.

“In this business climate, clients are being held accountable for their marketing spend, and they are looking to us for proof that their marketing investments are working,” said Dianne Wilkins, Chief Executive Officer, Critical Mass. “Marketing Science is about providing them with the expertise and tools to deliver the right message at the right time to the right consumer—and ultimately, to measure effectiveness across the entire marketing mix,” Wilkins added.

Critical Mass’ Marketing Science Group is focused on developing customized solutions based on client needs. Services include Web Analytics, Customer Behavior Modeling, Marketing Mix Model design support, Brand Affinity, Neuromarketing, and Social Sentiment & Influencer Monitoring and Measurement.

According to Colleen DeCourcy, Chief Digital Officer, TBWA Worldwide, who collaborated with Critical Mass to form Omnicom digital agency, RIOT, “Critical Mass’ Marketing Science experts played a pivotal role in the development of Riot because they were able to participate in developing the overarching strategy for our client, and devise a methodology to prove that the strategy worked simultaneously.”

About Critical Mass

Critical Mass (, an Omnicom digital marketing agency, helps the world’s leading companies use digital media to create extraordinary experiences—experiences that bring together creative thinking, smart ideas and emerging technologies to drive our clients’ business. Consistently recognized by Forrester Research as a leading interactive agency, Critical Mass operates globally from offices in Calgary, Toronto, Chicago, New York, London, Costa Rica, and Amsterdam. For additional information, visit

About STAR Marketing

STAR Marketing (, a division of Omnicom Group Inc. (NYSE: OMC) (, is a network of Customer Relationship Management agencies and specialist services. STAR works with its clients on all aspects of CRM from strategic planning to program development and execution to campaign measurement. STAR companies have leading expertise in offline and online media, interactive, direct, digital, analytics, teleservices, e-mail, strategic consulting, and process improvement. Clients may access some or all of our capabilities directly or through a single point of contact to maximize campaign performance and ROI.