Agency group is among first to sign up for company’s web-based audience analytics and media strategy tool

Tribal Fusion, the global online advertising provider, has launched its Deep Dive audience insights analytics tool to media agencies.

Media agency group OMD Group UK, which includes OMD UK and MG OMD, is one of the first to sign up for access to the system.

Deep Dive is Tribal Fusion’s web-based audience analytics and media strategy tool. It exposes the company’s underlying science and data to help advertisers make smarter decisions.

The new release adds features for agencies to directly access and analyse the precise audience segments that show a high propensity to become customers of an advertiser’s brand, whether or not they arrived via a Tribal Fusion-delivered campaign.

Until now, Tribal Fusion has provided the tool in-house, enabling the company to provide deep audience insights on campaigns for its agency clients.

Now, access to the system will be provided directly to agencies and offers performance metrics such as segment lift curves, time to conversion, frequency analysis, and geo-heat maps.

Tribal Fusion says Deep Dive can act as a comprehensive reporting tool for agencies to monitor display campaign performance, manage ongoing optimisation and model future, higher-performing audience planning and strategy.

Andrew Newman, global senior director of insights at Tribal Fusion, said: “We have nearly two hundred advertisers in the Deep Dive system worldwide, and we’ve put the results into the hands of over 100 advertisers this year. That usage has led to a whole slew of innovations, and now we’re ready to give agencies direct access.

“Using best in class contextualisation and leading third-party data integrations, we describe high performing audience segments that you can buy directly, with zero wastage.”

He added: “The fundamental difference between Deep Dive and other campaign analytics tools is the ability to provide fine-grained user segments. Robust statistics mean that we only show user attributes when we’re 90% confident they contribute to performance. Now we’re also adding other performance metrics delivered in an intuitive interface that you can open in any browser.”

Paul Wright, chief digital officer at OMD Group UK, said: “To deliver evermore effective display advertising strategies for our clients we are keen to draw insights on the performance of our campaigns from all available sources. Deep Dive will give us that and add useful data on the audience segments that convert best for any campaign, as well as model uplift by segment so we can forecast and plan future strategy.”

About Tribal Fusion

Tribal Fusion ( is a global online advertising provider that drives sales for the world’s top brands by helping them learn about, reach and engage their online audiences more effectively.

We combine our premium publisher network, advanced online ad technology and integrated audience data on a single platform to deliver audience insights, targeting and creative solutions that transform the way brands connect with their prospective customers.

Tribal Fusion reaches almost 500 million monthly unique users, was founded in 2001 and is part of the Exponential Group of online businesses – a technology-enabled media services company headquartered in Emeryville, California with operations in 37 locations worldwide.

Press Contact Europe:
Naomi Hawney
Tel: +44 203 300 5860

Published on: 12:36PM on 27th January 2012