Kevin Nicholls, Porsche's manager of marketing communications, said Veridiem, of Maynard, Mass., is needed as the car company prepares to launch its first sport-utility, the Cayenne, late next year.
'We had been looking at separate measurements - media tracking, image tracking, direct marketing, calls to the call center, public relations - but we haven't been able to tie all those back to get sales, dealer traffic,' Nicholls said. 'Now we'll have that all in one place.'
Porsche spent $11.6 million on measured media last year, according to Competitive Media Reporting.
'This is not so much about looking at savings,' Nicholls said. 'It's about looking to understand which activities have more impact on the business and channeling more in that direction.'
Nicholls said he expects Veridiem's first results in three months.