C3 Metrics and Havas Helia Bring Attribution To Customer Relationship Management (CRM)

Product Will Be the First to Enable Attribution Measurement of CRM Platforms Such as Email, Digital Media, OTT, Household Addressable TV and Direct Mail

C3 Metrics, the global leader in cross-channel advertising measurement attribution and accountability, and Havas Helia, the data and digital CRM agency of the HAVAS network, announced a partnership to develop the industry’s first customer relationship management (CRM) attribution product.

The product, which has been in development over the past months, will enable attribution measurement of CRM platforms including mail, digital media, OTT, household addressable TV and Email. The goal is to help CRM teams increase both efficiency and revenue, freeing up budget to enable needed continuous testing.

Once completed, Havas Helia estimates the product will make it possible for their clients to realize upwards of a 40% increase in media efficiency and deliver meaningful business results.

“Marketing Attribution’s primary focus is the optimization of paid, owned and earned media for acquisition of new customers and to simply increase revenue,” said Jeff Greenfield, COO and Co-Founder of C3 Metrics.

“CRMs are ignored by most Attribution integrations because they’re not managed by the media/marketing teams. With this product, CRM teams will now have the tools they need to help brands learn how to efficiently optimize communication efforts to their most valuable, loyal customers.”


“Industry leaders have come to realize that their existing customer base offers the most important assets for planning marketing efforts, but they have been unable to truly tap into CRM insights with what’s currently on the market,” says Michael Kaushansky, Chief Data Officer Havas US and President Havas Helia US.

“With the development of this CRM attribution product, marketers will now have full scale access to understanding how to best reach their customers.”