Profero, the new-media advertising agency, launches an advanced interactive ad tracking system this week called STATE. The system has been backed with funding from marketing technology companies including NetValue and Broadbase.
STATE, which will only be available to Profero clients, is designed to increase the efficiency of advertisers' online budgets by analysing customer behaviour.
Profero believes the system will help its clients understand individual consumers and detect the best time and way for contacting potential customers across various platforms.
STATE will be able to deploy and manage online advertising campaigns across all digital platforms, from banner advertising projects to e-mail and SMS.
Daryl Arnold, the chief executive at Profero, said: 'STATE is at the heart of our proposition. Whether launching a product on behalf of our clients via SMS, or running an e-mail customer development programme, we will be 'closing the loop', developing highly valuable, profitable customers.
'Any digital marketing initiative which we do, we can measure within one singular analytical framework, which is quite empowering.'
Profero hopes the new system will increase its clients' customer acquisition and retention rates.
The agency's clients include CNN.com, Reed Recruitment and Emap Metro, and the company launched a Spanish branch towards the end of last year.